Pimm's is a brand of alcoholic beverages. The most popular is Pimm's No. 1 Cup, which is gin based and is 25% alcohol by volume. It contains a secret blend of herbs and [not very much] quinine (like Schweppes Indian Tonic Water). It is a kind of dark red-brown colour and this is probably the one you tasted. Invented by James Pimm in 1840. Usually drunk in summer mixed with lemonade or tonic or as a cocktail ingredient.
I just didn't get all the hurrah about it.
You and me both. Personally I think it tastes disgusting. Some people claim that you can make a substitute with equal measures of gin, orange Curacao and red vermouth. (Yuk!) My parents like it. My view is, why mess around with perfectly good gin? (I like it neat).
At one time they marketed 6 different varieties, but only No. 1 and No. 6 are sold nowadays. Pimm's No. 1 Cup is based on gin, 2 was whisky 3 brandy 4 rum 5 rye and 6 is vodka.
Actually a version of No. 3 with spices and orange peel is sold seasonally as Pimm's Winter Cup.