Pimm's. Built on bad weather.
Pimm's just had its biggest week of the year. The worst thing about Britain is the best thing that ever happened to it.
THE GIST ON PIMM'S: "Sun Trap"
Why was Pimm's having its best week?
Britain hit its hottest May ever, beer gardens were rammed and the jugs were out. Pimm's was invented in 1840 by a man imaginatively named James Pimm, who owned an oyster bar in London. It started as a gin drink to help his customers digest their oysters.
Now it's owned by Diageo, has a royal warrant, and is one of two official drinks of Wimbledon.
What is Pimm's actually selling?
The British summer barely turns up. It's rare, it's short and it's never guaranteed. So when the first hot day finally arrives, we want brown lemonade with 15 types of fruit in it. That feeling is the product. The cucumber and mint are just for show.
Give us reliable Spanish sunshine and Pimm's gets old very quickly. The grey, miserable skies for 80% of the time are the secret ingredient.
Why is it a disaster as a business?
It only sells in the sun, and you can't sell to a plan. Outside Britain, no one cares. In 2024, after sales dropped by 24%, Diageo tried to sell it. It makes about 85 million pounds a year, 0.2% of their revenue, a rounding error, and no one wanted to buy it.
Why can't it grow?
The only way to make Pimm's bigger is to sell it every day, all year, in every country. But then the magic dies, because the love of Pimm's is built entirely on celebrating the rarity of the weather. So Pimm's is stuck on its own little island, and that's why we love it.
Is it Pimm's o'clock when the sun's out?
Your take. One tap, then see how everyone else voted.
Quick answers
Who invented Pimm's?
James Pimm, in 1840. He owned an oyster bar in London and started it as a gin drink to help customers digest their oysters.
Why did Diageo try to sell Pimm's?
After sales dropped 24% in 2024. It makes about 85 million pounds a year, 0.2% of Diageo's revenue, and no one wanted to buy it.
Why can't Pimm's be sold all year?
The love of Pimm's is built on the rarity of the weather, so selling it every day would kill the magic.
See you on the next one.
What should the next one be? Suggest a topic for Huw to explain
The conversation
Comments
Nothing here yet. Start the conversation: Huw reads every comment before it is published.
