Is one for Pimm’s? Why the fruit cup is the drink of the Jubilee

The gin-based fruit cup will be front and centre this Jubilee weekend as it is poured out at street parties across the United Kingdom.

Diageo-owned Pimm’s has its origins in 1840. James Pimm mixed the drink to complement the shellfish shucked at his chain of London oyster bars. The fruity beverage proved to be a hit as a cooling refreshment for soldiers stationed in warmer climes on the fringes of the British Empire. Though there have been subsequent variations (given subsequent numbers), only No. 1 has really lasted.

Soon Queen Victoria was having it served at her luxurious lunches – she was noted for her sweet tooth. Pimm’s did not appear on the drinks list for Elizabeth II’s 1953 Coronation State Banquet, though Royal Tawny Port and 1934 Pol Roger do. However, the ruby-hued drink was used for one of the desserts: Bôites de Fraises Reine Elizabeth – strawberry and Pimm’s jelly.

It was in 1971 that the drink made its debut at a British institution which rivals the royals: Wimbledon. According to some estimates, more than a quarter of a million cups of the stuff are quaffed over the course of the tournament. Pimm’s has been part of Diageo’s portfolio since 1997.

Given the longevity of its association with the British monarchy, it’s surprising that Pimm’s has only held a Royal Warrant since 2011. However, that has not stopped the company from going all out with its Platinum Jubilee branding for bottles of its flagship No. 1.

The limited edition run concludes in August, though the four-day weekend in early June will likely see a massive spike in sales, as has already been predicted for sparkling wine. The Jubilee presents a huge off-trade opportunity for a drink typically only consumed in the warmer months.

Pimm’s suggests trying the drink in a Jubilee Spritz: mixing it with strawberry jam, basil, lemon juice and soda water. For those who wish to drink it as Her Majesty would, former royal chef Darren McGrady shared the recipe.

The pun on the new label, “come reign or shine”, seems apt given the somewhat patchy forecast for Buckingham Palace over the coming week – not that rain will dampen the festivities.

For those who want to try an alternative Jubilee tipple, here are 13 other options.