Cup products Nos. 2 to 5 were phased out due to reduced demand in 1970, after new owners, The Distillers Company, took control of the brand. In 1986, The Distillers Company was purchased by Guinness PLC, and Pimm's became part of Diageo when Guinness and Grand Metropolitan merged in 1997. In 2004, Pimm's introduced Pimm's Winter Cup, which consists of Pimm's No. 3 Cup (the brandy-based variant) infused with spices and orange peel. The discontinued No. 6 Vodka Cup variety was reinstated in 2015 following a successful campaign led by a group of enthusiastic Vodka Cup Pimm's drinkers. However, despite a promise from the parent company and Pimm's owner Diageo to keep No. 6 in production, it is no longer possible to buy Vodka Cup Pimm's. Popularity and distribution in recent years Pimm's is most popular in England, particularly southern England. It is one of the two staple drinks at the Wimbledon tennis tournament, the Chelsea Flower Show, the Henley Royal Regatta and the Glyndebourne Festival Opera the other being champagne. The first Pimm's Bar opened at the Wimbledon tournament in 1971; every year, over 80,000 pints of Pimm's cocktail are sold to spectators. Along with champagne, it has been declared one of two official drinks of Wimbledon, and it has also gained popularity among British universities. A Pimm's is also a standard cocktail at British and American polo matches. The brand experienced a revival in the early 2000s following a 2003 advertising campaign, which featured a humorous classic upper-class "Hooray Henry" character called Harry Fitzgibbon-Sims (portrayed by Alexander Armstrong) with the catchphrase "It's Pimm's o'clock!", somewhat mocking their own traditional advertising and appeal. Diageo's 2010 campaign featured a more diverse range of characters representing different elements of the Pimm's cocktail (Pimm's No.1 being an Englishman in red and white blazer, lemonade being three young women in yellow, ice represented by a mature man), coming together to the theme tune of 1970s British television show The New Avengers. Products Seven Pimm's products have been produced throughout the brand's history, all fruit cups differing only in their alcoholic base. Only Nos. 1, 6, and a 'Winter Cup' based on No. 3 remain in production. It was originally in 26 imperial oz. [757-ml] bottles, then made in standard metric 26.4 imperial oz. [750-ml] bottles when it started being sold overseas in Europe, and now is in 700-ml and 1-litre bottles. The beverages