Pimm's is a bran 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.