They are two of the quintessential tastes of the British summer and now a blend of Pimm's and cider is set to end one of the trickier choices of the barbecue season.

Drinks giant Diageo hopes the latest incarnation of the British brand - the Pimm's Cider Cup - will tap into the increasing popularity of fruit cider and flavoured spirits.

It describes the tipple as British cider "infused" with Pimm's and flavoured with strawberry and cucumber, and claims it is best drunk from a pint glass over ice.

It follows the launch of Pimm's Blackberry & Elderflower in 2013, which brought 40% more new shoppers to the brand, while a strawberry and mint version was announced last month.

Diageo said total off-trade sales of cider are three times those of a decade ago.

The company is also launching frozen pouches of Pimm's, which has 4% alcohol by volume, and Gordon's gin drinks to appeal to a "wider group of consumers".

The Gordon's Frozen Cooler will mix the spirit with the flavours of apple and elderflower while the Pimm's Summer Crush is flavoured with strawberry and cucumber.

Diageo's UK managing director Andrew Cowan said the company wanted to expand its business by getting people to "drink better, rather than more".

He said: "Today, nearly 13% of our business comes directly from innovation.

"My goal is that in the next five years innovation will account for 20% of our business."

Louise Robinson, head of GB Innovation at Diageo, said: "With the new innovations we're launching today, it will be difficult to find a barbecue, picnic, garden party, festival or wedding this summer without one of our brands there helping adults to celebrate."