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ICONS ARE BETTER #28: PIMM’S

First produced by James Pimm in a City of London pub in 1823, Pimm’s has a long history on which its iconic status rests.  But what makes Pimm’s a true icon is more than just its interesting history; it’s the strength of the images and associations it evokes that make it so powerful.

A symbol of the Middle class British summer, a pitcher of Pimm’s conjures images of red trousered families clinking glasses in a well-groomed garden.

Besides this, any English person will know that there is a highly specific set of rules about exactly how it can be enjoyed.

Firstly, the preparation is crucial: No bits in it and you’ve fallen at the first hurdle.

Then there’s the time of year: This is a summer drink and only a summer drink.

Thirdly, there are unwritten rules about its audience: This is a drink of the English middle class – the more Mini Boden, bunting and Henrys the better.

And much like the audience it serves, Pimm’s is a true eccentric and an original. It’s one of a kind, and with no imitations accepted, a glass of Pimm’s is an icon like no other.

Rhonwen Lally Planning Executive at mcgarrybowen.

Follow Rhonwen on twitter @rhonwenlally

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