With a history dating back to the early 19th century, Pimm’s is more than just a drink – it is a British institution. For decades the Pimm’s O’Clock occasion ruled supreme with no real challenger brand in sight. However there’s a new kid on the block taking the nation by storm…. the Aperol Spritz.
With a striking orange colour and ritual of using the increasingly popular Prosecco to accompany, this Italian liquor is competing with Pimm’s in the ‘sun’s out’ British summertime occasion.
Of course that’s not to say there isn’t room for both these players in the market… with distinctively different tastes we’re sure there will still be Pimm’s loyalists & Aperol advocates and those (like myself) who will sway between the two.
But credit should be given to the strategy Aperol has adopted this summer. By cementing the brand in a preparation ritual (3 part Aperol, 2 part Prosecco, 1 part Soda and not forgetting the slice of orange) and exciting consumers with a taste of Italian summer in an eye catching and bright product…. They’ve positioned themselves nicely as a British summertime beverage of choice with clear differences to Pimm’s despite tapping into the exact same occasion.
Brands take note. We shouldn’t fear targeting an occasion just because there is a brand leader already. Instead if the need state and consumer occasion are big enough and the challenger brand/product has some clear points of difference, it can be a roaring success.