Pimm's
1798 James Pimm was born to a farming family in Kent, and, after an education in Edinburgh, returned to London and opened an oyster bar just across from Buckingham Palace. Within 10 years Pimm oversaw a fine dining restaurant empire. It wasn't all smooth sailing however; his first application to serve alcohol was firmly turned down. It took 12 months, 120 signatories and a fresh application before he was finally granted the right to sell alcohol, and this was with the proviso that the premises "were not to be converted into a gin shop or public house".
Pimm worked out a solution to the problem. Instead of selling gin per se, he wrapped it up in a 'medicinal' post-meal digestive aid. This was a combination of juniper (gin) and a secret blend of liqueurs and herbs served in a small tankard known at the time as a 'No. 1 Cup'.
1851 Pimm's No. 2 Cup and Pimm's No. 3 Cup were introduced.
1865 Pimm sold the business and the right to use his name to Frederick Sawyer.
1880 the business was acquired by Horatio Davies (future Lord Mayor of London)
1887 A chain of Pimm's Oyster Houses was franchised.
Over the years, Pimm's extended their range, using other spirits as bases for new "cups".
Post-WWII Pimm's No. 4 Cup was invented, followed by Pimm's No. 5 Cup and Pimm's No. 6 Cup in the 1960s.
The brand fell on hard times in the 1970s and 1980s.
The Oyster House chain was sold.
1970 The Distillers Co took control of the brand. Pimm's Nos. 2 to 5 Cups were phased out due to reduced demand.
1986 Distillers was purchased by Guinness PLC
1997 Pimm's became part of Diageo when Guinness and Grand Metropolitan merged
2004 Introduced Pimm's Winter Cup, which consists of Pimm's No. 3 Cup (the brandy-based variant) infused with spices and orange peel.
2015 No. 6 Vodka Cup was reinstated but it is no longer possible to buy Vodka Cup Pimm's.