The century-old soft drink Plim, whose name was inspired by the Spanish proverb “To me, plim!”, is celebrating a remarkable rebirth in Spain. Originally born in Reus and almost forgotten, the drink is now returning with new glory, evoking nostalgia among generations.
The Historical Root of Plim: A Proverb and Its Meaning
The origin of Plim‘s name is as unique as the drink itself. It derives from the popular expression “To me, plin!”, an adaptation of the original “To me, Prim!”. This phrase, signifying indifference or complete disinterest, alluded to General Juan Prim, a prominent figure in 19th-century Spanish politics. Despite the negative connotation of the saying, citizens developed an affection for the military leader born in Reus, which eventually inspired the naming of the soft drink. “To me, Plim…!” was the spontaneous response of a salesperson, laying the groundwork for the name that is now ushering in a new era.
From Heyday to Farewell: The Eventful History of Plim
Launched in 1928 by Gili S.A. in Reus, Plim quickly established itself as a popular soft drink in the region. With its characteristic sweet note, it evolved and later offered a broader range of seven flavors, including coffee, non-alcoholic bitters, and orange. However, despite initial success and a diverse product line, Plim could not gain a lasting foothold in the national market. After business setbacks and a failed revival attempt in 2014, the drink had to bid farewell – much to the dismay of Reus residents, for whom Plim represented a piece of childhood and identity.
The Second Chance: Reus Brings Plim Back
After more than ten years of absence, Gerard Llauradó and Marc Navarro, two passionate friends from Reus, are bringing Plim back to life. Their initiative, which started last August, is a tribute to the childhood and youth of many people in the province of Tarragona. For Reus, Plim is more than just a drink; it is, as Noemí Llauradó, City Councillor for Urban Projection, puts it, a “kilometer zero” – a symbol of local identity, comparable to vermouth, hazelnuts, or Siurana oil PDO.
Under the motto “Fruit Fantasy”, Plim is now returning with a renewed recipe: fruitier, sugar-free, and with a modern touch that still retains its classic style. The new version is intended to taste fresher and less sweet, while preserving its “local authenticity.” It is a drink intended for all ages and aims to rekindle memories of youth.
Official Launch and Availability
The official presentation of the new Plim will take place on Saturday, May 31, at the Oenological Station in Reus. Starting June 2, the drink will be available in the city’s most well-known stores and on the official Plim website. The return of Plim is not just a commercial success but also an expression of the pride and increased self-esteem of the citizens of Reus, who were fundamentally involved in its revival. The proponents hope that Plim will spark people’s interest and become an integral part of social life – whether on a terrace with potatoes and olives or as an evening drink.
