Diageo plc (LSE:DGE) is considering the sale of British summer favourite Pimm?s. The FTSE 100 firm, which also owns Gordon?s gin and Baileys, is exploring the sale as part of efforts to trim some ?non-core? brands from its portfolio, according to a report by Sky News. It has hired bankers from Rothschild to explore the potential sale of the brand.

It is understood that the process is at a very early stage and the business may not be sold. Diageo has owned the brand since 1997 as part of the merger between the Grand Metropolitan and Guinness drinks businesses, which ultimately created Diageo. Pimm?s was founded in 1840 in London by James Pimm, who blended his famous ?No 1 Cup?

recipe as an aid for digesting oysters. Diageo declined to comment. The group is also considering the sale of fruit liqueur Safari and Venezuelan rum brand Pampero, Sky reported.