Following its launch earlier in the year, Pimm’s is backing its Cider Cup with a £1.25m campaign, which kicks off in July.

The campaign will start with outdoor advertising across London, which is supported by social media and PR activity. The brand will also be present at more than 300 events this summer.

Joanna Segesser, brand manager for Pimm’s, said: “It’s been amazing to see consumers respond so positively to Pimm’s Cider Cup in these first nine weeks and we are investing in the brand this summer to make sure it’s front of mind.”

Diageo also said there will be new Pimm’s Cider Cup flavour launches later in the year.