Pimm's o'Clock

Not at all — that's the whole point of this site. The big-four supermarkets run rotating deals (especially May–July), and a discounted 70cl regularly beats a full-price litre. Always compare the price per litre, which is the big green number on every card above.

Sainsbury's and Tesco increasingly reserve their best prices for loyalty-card holders. The cards are free, so we rank by the loyalty price when one exists — but we always show the without-card price alongside, clearly labelled, so nobody gets a surprise at the till.

Supermarket Pimm's deals cluster around the British summer set-pieces — the Wimbledon fortnight, bank holidays and barbecue heatwaves. Outside summer, discounts are rarer and shallower. Our price history (above, once we've gathered enough data) shows the pattern as it develops.

Every hour we check the product pages on the retailers' own websites — Tesco, Sainsbury's, Ocado, Morrisons, Waitrose, Majestic Wine and Master of Malt — and record exactly what they're charging. No third-party feeds, no guesswork, and every card links to the exact page we read so you can verify it yourself. If we can't reach a retailer, we say so rather than showing a stale number.