Pimms Sundowner Spritz
A wave of sweet, juicy raspberry rises first, full-bodied and fragrant, closely followed by the sharper, tangier scent of redcurrant, which adds a sophisticated, slightly tart edge to the bouquet
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Pimms Sundowner Spritz
A Pimms Sundowner Spritz is a vibrant taste of a modern British sunset, captured in a glass with a brilliant, ruby-red glow. The initial aroma is an immediate and inviting burst of ripe, summery berries. A wave of sweet, juicy raspberry rises first, full-bodied and fragrant, closely followed by the sharper, tangier scent of redcurrant, which adds a sophisticated, slightly tart edge to the bouquet. The first sip perfectly mirrors this aromatic promise, delivering a luscious and unapologetically fruity flavour.
The rich raspberry notes are dominant, tasting authentic and sun-ripened, while the redcurrant provides a crucial counterpoint that prevents the profile from becoming one-dimensionally sweet. It’s a bold and beautiful fruit expression, tasting distinctly of a warm evening in a flourishing English garden.
This initial, intense berry sweetness is then beautifully lifted and transformed by the effervescent core of the spritz. A lively surge of crisp Prosecco and clean soda water sweeps across the palate, its fine bubbles and bright acidity slicing through the richness of the Pimm’s Sundowner. This sparkling element is essential, lending the drink a much-needed lightness and a clean, dry character that balances the fruit.
The subtle notes of green apple and pear from the Prosecco complement the berry profile without competing with it. The overall effect is exceptionally refreshing, a perfect equilibrium between indulgent fruitiness and invigorating crispness. The finish is clean and pleasantly tangy, with the taste of raspberry lingering gently, making it an effortlessly chic and perfectly suited aperitif for watching the sun go down on a warm July evening.
The history of the Pimm’s Sundowner Spritz is a fascinating story of a venerable British institution strategically reinventing itself to embrace a modern European trend. The foundation of the drink is, of course, Pimm’s itself, a brand deeply woven into the fabric of the British summer. Its story begins in the 1840s in a London oyster bar owned by James Pimm, who created a gin-based tonic infused with a secret mix of herbs and liqueurs.
Marketed as a health-giving aid to digestion, this “Pimm’s No. 1 Cup” quickly gained favour, and by the 20th century, it had become the quintessential drink of British high society events, inextricably linked with Wimbledon, the Chelsea Flower Show, and Henley Royal Regatta. For nearly two centuries, the classic Pimm’s & Lemonade has been the undisputed taste of a British summer afternoon.
In a parallel timeline, the “Spritz” tradition was evolving in Italy. Originating in the 19th century as a simple mix of wine and a “spritz” of water, it grew into the classic aperitivo format of Prosecco, soda, and a bitter liqueur. While popular in Italy for decades, it was the global marketing boom of the Aperol Spritz in the 2010s that turned this Italian ritual into a worldwide phenomenon.
Here in the UK, the sight of brilliant orange spritzes became ubiquitous in pub gardens and on city terraces, creating a huge and lucrative market for aperitivo-style drinks that Pimm’s, with its traditional summer image, was not directly competing against.
Recognising this major shift in public taste, parent company Diageo made a strategic move. In the spring of 2021, they launched Pimm’s Sundowner, a brand-new product designed specifically to capture the “early evening” aperitivo moment. This wasn’t a historical recipe rediscovered, but a purpose-built innovation. With a flavour profile of ripe raspberry and tart redcurrant, it was engineered to be the perfect base for a spritz, offering a distinctly British, berry-forward alternative to the bitter orange of its Italian rivals.
The Pimm’s Sundowner Spritz, therefore, represents a calculated and clever fusion: the marriage of the immense brand loyalty and heritage of Pimm’s with the hugely popular, contemporary spritz format. Its history is not one of slow evolution, but of modern marketing and product development designed to keep a 180-year-old British icon relevant for the drinkers of today.
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