Wikipedia Article About Pimm's Cup on Wikipedia Pimm's is a brand of alcoholic beverages now owned by Diageo. Its most popular product is Pimm's N°1, a gin-based beverage that can be served both on ice or in cocktails. The recipe of Pimm's N°1 is secret; it has a dark tea color with a reddish tint, and tastes subtly of spice and citrus fruit. A close approximation to Pimm's N°1 can be prepared by mixing one measure of gin with one measure of red vermouth and half a measure of triple sec, although this will lack the spices that give Pimm's its distinctive flavour.