Cocktail enthusiasts, tennis fans and anglophiles might be
familiar with one of Wimbledon’s two official drinks, the Pimm’s Cup (the other
official drink is straight-up champagne). It is a summer-long drink made from a
liquor called Pimm’s No. 1 Cup, English lemonade or ginger ale, and lots of
crisp garnishes like cucumber, orange, lemon and strawberry. Pimm’s No. 1 Cup is
a gin-based drink with added herbs and liqueurs.
Once upon a time, Pimm’s Cup No. 1 was just the tip of the
cocktail iceberg with Pimm’s Cups 2 through 7 existing. What happened to them?
Obviously, No. 1 is the most popular. It was invented in
1840 by a chap named Pimm, a farmer’s son from Kent who opened an oyster bar in
London and pedaled the tonic as a digestif. Next came 2 and 3 in 1851, made
from Scotch whiskey and brandy, respectively. Each Pimm’s number represented a
different base alcohol.
In 1865, the company was sold to Frederick Sawyer, who then
sold it again to Horatio Davies, a future Lord Mayor of London. The new owners introduced
No. 4, which was rum based, No. 5, which is rye whiskey based, No. 6 (vodka),
and finally No. 7 (tequila).
Nos. 2 and 5 were meant for whiskey drinks, where Nos. 3 and
4 were for heated winter drinks.
The Distillers Company bought the Pimm's brand in the 1970s and
axed Nos. 2 through 5 for cost savings. No. 7 was wildly unpopular, especially
in America, it’s intended market, and No. 6 has come in and out of production
over the past few years as a special edition.
Diageo, the current brand owner, now focuses on No. 1
as well as canned pre-mixed and bottled cocktails.
For now, Pimm’s Cup No. 1 reigns supreme. Anything is
possible though so hereby starting an online petition for Diageo to re-release
the entire lineup. Who’s ready for a Pimm’s No. 7 Cup Margarita?