Pimm's in brief
- Rank: #99 of 100 in UK's Most Powerful 100 Brands 2026; #8 of 8 in Drinks & Spirits.
- WCRC Power Score: 59.52 out of 100.
- Founded: 19th century (often dated 1823; accounts disputed), by James Pimm.
- Owner: Diageo plc, London, England.
- Leadership: Sir Dave Lewis, Chief Executive of Diageo.
- Latest revenue: $19.6bn revenue (FY2026, year to Jun 2026, -3.0%), group revenue of Diageo plc, as per company filings.
What makes Pimm's powerful
Pimm's is one of the most distinctive drinks brands in Britain. Its fruit cup, mixed with lemonade, mint, cucumber and fruit, has become a ritual of the British summer, served at sporting events, festivals and garden parties. Few drinks are so closely tied to a season and a national mood.
The brand sits in Diageo's portfolio, alongside names such as Johnnie Walker, Guinness, Smirnoff and Tanqueray. Diageo's scale in distribution and marketing helps Pimm's reach supermarkets, pubs and event venues across the UK. Under new chief executive Sir Dave Lewis, Diageo is cutting costs to fund brand investment.
Pimm's was created by James Pimm, a London fishmonger and oyster bar owner, as a digestif for his customers.
Why Pimm's ranks #99
Pimm's ranks 99th with a WCRC Power Score of 59.52, just behind Asda and ahead of Bisto. Trust is its best pillar at 64, reflecting its long association with the British summer, and Positioning & recall scores 60. Sustainability & governance is 58. Product & innovation and Digital & financial, both at 56, hold it back, as a seasonal, mainly UK brand inside Diageo.
The Achilles' heel
Pimm's is highly seasonal and weather-dependent: a wet British summer can hit sales hard. It has limited international presence compared with Diageo's global spirits, so it receives a small share of group investment. Diageo itself is under pressure, with organic net sales down 2% in fiscal 2026, which could constrain marketing support.
The 2026 story
Diageo's fiscal 2026 results in August 2026 showed reported net sales down 3% to $19.6bn and organic net sales down 2%, while organic operating profit rose 2%. Pimm's was not singled out in the results.
Pillar profile
Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.
Versus its nearest rivals
Questions people ask
What rank is Pimm's in WCRC's UK's Most Powerful Brands 2026?
Pimm's ranks #99 of 100 in WCRC's UK's Most Powerful 100 Brands 2026, with a WCRC Power Score of 59.52 out of 100.
What makes Pimm's powerful?
Deep association with the British summer, from Wimbledon to garden parties, gives Pimm's strong seasonal recognition.
What is Pimm's's revenue?
$19.6bn revenue (FY2026, year to Jun 2026, -3.0%), group revenue of Diageo plc, as per company filings.
Who founded and owns Pimm's?
Pimm's was founded in 19th century (often dated 1823; accounts disputed) by James Pimm. It is owned by Diageo plc and based in London, England.
Who leads Pimm's?
Sir Dave Lewis, Chief Executive of Diageo.
What is Pimm's's biggest challenge?
Sales depend heavily on the weather and on one market, the UK.
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Key facts
| Brand | Pimm's |
|---|---|
| Company / owner | Diageo plc |
| Headquarters | London, England, United Kingdom |
| Founded | 19th century (often dated 1823; accounts disputed) |
| Founder(s) | James Pimm |
| Leadership | Sir Dave Lewis, Chief Executive of Diageo |
| Latest revenue | $19.6bn revenue (FY2026, year to Jun 2026, -3.0%), group revenue of Diageo plc, as per company filings |
| Sector | Drinks & Spirits |
| Website | pimms.co.uk |
| Home country | United Kingdom |
Sources
- Revenue figure published by Diageo plc
- Company website, official announcements and press releases
- Published interviews and statements by the leadership
- WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data
