Pimm's is a brand of alcoholic beverages now owned by Diageo. Its most popular product is Pimm's No. 1 Cup, a gin-based beverage that can be served both on ice or in cocktails. The recipe of Pimm's No. 1 Cup is secret; it has a dark tea colour with a reddish tint, and tastes subtly of spice and citrus fruit.
Pimm's is most common in Britain, particularly Southern England. It is one of the two staple drinks at Wimbledon, the Henley Royal Regatta and the Glyndebourne opera festival, the other being champagne. As a result Pimm's has the reputation of being a drink for the upper class.
Pimm's No. 1 Cup is the essential ingredient in the Pimm's Cup, which mixes one part Pimm's No.1 with three parts lemonade or lemon soda (sometimes ginger ale or Indian tonic water), ice cubes, borage leaves (nowadays a wedge of cucumber is usually substituted for this ingredient - they have a similar taste), mint leaves and slices of lemon, orange and strawberry.