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Constellation launches Pimm's competitor

Published:  18 January, 2007

Constellation Brands is tackling Diageo head-on by launching a direct competitor to its market-leading Pimm's brand.

Stone's Summer Cup is a spin-off of Constellation's long-standing Stone's Ginger Wine brand and, like Pimm's, is designed to be mixed four to one with lemonade.

The new launch is significantly cheaper, at 4.99, and less potent, at 13.5%, than Pimm's, and during its launch will come packaged with a two-litre bottle of lemonade.

No listings have been confirmed as yet.