Pimm's, The English Liqueur Known as a Summer Tipple, Is Looking For a Buyer

Pimm’s No. 1, the gin-based liqueur that became an iconic English summer tipple and is still a prominent feature every year at the Wimbledon tennis tournament in London, is reportedly being put up for sale by its owner, spirits giant Diageo. The brand, invented by English oyster bar owner James Pimm in the City of London in 1840, remains a sentimental favorite among its small coterie of fans, even if total sales are very much a niche business these days. Diageo has reportedly instructed its investment bankers to explore its sale, along with other “non-strategic” brands including Pampero rum and Safari liqueur.

Made with botanicals, caramelized orange, and spices mixed with gin, Pimm’s No. 1 has been enjoying a modest renaissance among modern mixologists in recent years. It’s versatile enough to work in a variety of whisky cocktails. But its staple drink is Pimm’s Cup, a low-alcohol mixture of Pimm’s and lemonade, garnished with cucumber, strawberry, and mint.

In the early to mid-20^th century, Pimm’s was a leading brand in the UK, where it practically became a national institution during English summers. It also achieved modest success in the U.S. market, but nowadays it’s something of an antique, and the Wimbledon tournament is one of the few places where it has a place of prominence. Pimm’s fans are hoping that it can find a loving home in some spirits company’s portfolio.