London's dandiest city gents loved to partake in oysters and gin. But with its bitter tang, gin was knocked back, not savoured. Enter shellfish-monger James Pimm and his famous central London 'Oyster Bar' in 1823. Patrons soon swallowed oysters with the PIMM'S 'house cup'. Flavoured with liqueurs and fruit extract, this more palatable long drink 'gin-sling' kick-started the great British PIMM'S story.