Posh summer tipple Pimm’s has been beaten by a budget version from discounter Aldi in a consumer taste test.
The iconic “Pimm’s O’Clock” drink which is linked with quintessential English events like Wimbledon and Royal Ascot was seen off by Aldi’s bargain Austin’s Summer Punch for a fraction of the price.
Testers from consumer watchdog Which? found the fruity alcoholic drink packed more of a punch from Aldi’s £7.49 bottle than a £15 bottle of best selling Pimm’s No 1.
Aldi scored 72 out of 100 compared with a poor 67 for the big brand in a blind taste test of 100 people who judged samples made with one part of the gin-based fruit cup and three parts chilled lemonade.
The cheaper pretender was tops for taste, aroma, appearance and mouthfeel.
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In a further blow to Pimm’s - first blended by James Pimm in 1840 to help oysters go down - it was pushed into third place by Tesco’s score of 69 with drinkers preferring the supermarket chain’s £8 Summer Cup to the fruit-based gin market leader.
And in another taste test, Aldi’s copycat Aperini costing £6.99 for a 70cl bottle, saw off trendy £15 Aperol, scoring 74 against the big-hitting Italian favourite which got 72.
Sainsbury’s own brand Aperitvo for £8 was third with 69.
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Testers said Aldi’s Aperini “had the best balance between sweetness and bitterness, with a noticeable citrusy flavour that was not too overpowering”.
Harry Rose, Which? magazine editor, said: “If you’re toasting the start of summer weather or a first gathering with friends and family for some time, our taste tests prove that you don’t have to pay through the nose for your favourite tipple.
“Whether you are looking for a refreshing fruit-based gin cup or citrus-based aperitif, choosing a supermarket’s own-label can save you money, and potentially get you a tastier beverage.”
The bargain brands are expected to fly off shelves this weekend as savvy shoppers save a packet by cashing in on copycat tipples at the start of the Bank Holiday.
Julie Ashfield, managing director of corporate buying at Aldi, said: “Being awarded two wins in the Which? taste test for our own branded spirits products is hugely exciting for us, and it couldn’t have come at a better time with the warmer weather finally arriving.
“We’re thrilled to continue our mission in offering quality products at affordable prices and this shows why pay more when you can buy the best at Aldi?”
