Pimm’s and Aperol are winning summer! ☀️

New YouGov data shows Pimm’s saw the biggest seasonal increase in consumer consideration, almost doubling from 6.7% in winter to 12.3% in summer. Aperol followed closely behind, with consumer consideration rising by 3%.

Think big jugs of Pimm’s at Wimbledon, or an Aperol Spritz with friends on a sunny rooftop bar. These brands have become a big part of the summer experience, not just something you and your friends just happen to drink.

It’s a good reminder that relevance doesn’t always mean creating the next big moment. Sometimes, it’s about recognising the moments people already care about and finding a natural role for the brand within them.

With another heatwave on the way, there’s plenty of opportunity to do just that…