It has a dark-brown colour with a reddish tint, and tastes subtly of spice and citrus fruit.
The brand experienced a revival following a 2003 advertising campaign featuring a humorous classic upper-class Hooray Henry called Harry Fitzgibbon-Sims[REF] (portrayed by Alexander Armstrong) with the catchphrase It's Pimm's O'clock!,[REF] somewhat mocking their own traditional advertising and appeal.