Pranjal Shah
11-Jul-2025
Take a swig of the beverages being served at the Wimbledon this year.
The Wimbledon Championships is the ultimate British summertime experience. With its manicured lawns, crisp whites, and royal patronage, the tournament symbolises elegance and sporting heritage. But just as iconic as the Centre Court rallies are the culinary rituals that accompany the event: strawberries and cream, afternoon teas, and, of course, the finely curated selection of beverages.
Over the years, a handful of carefully chosen alcohol brands have become a part of Wimbledon’s identity, offering spectators a taste of refinement to match the atmosphere. From the summery sweetness of a Pimm’s No. 1 Cup to the effervescence of Champagne Lanson, and the classic gin of Sipsmith to the crisp refreshment of Stella Artois, these drinks do more than refresh, they contribute to the tournament’s enduring charm.
Champagne Lanson
Picture Credits: lanson.com
Champagne Lanson, the Official Champagne Partner of Wimbledon, has been associated with the championship since 1977, with 2027 set to be the 50th year of their partnership. With shared values of tradition, transparency, legacy and savoir, it is estimated that up to 4,000,000 glasses of Champagne have been raised at Wimbledon since the beginning of the collaboration.
Champagne Lanson itself is an independent family business, with roots which can be traced to before the French Revolution. It provides carefully crafted wines tasting of elegance and vitality, expressing the full aromas palette of the region and its cultivators. It seeks to combine heritage and sustainability, bridging the era of its origins with the modern diaspora.
Pimm’s
Picture Credits: Instagram (@pimmsgb)
While Pimm’s became an Official Partner of Wimbledon only in 2017, the first Pimm’s bar was opened at the tournament in 1971, and advertisements dating further back speak of an even older relationship. Today, Pimm’s is the quintessential Wimbledon drink. Although both have evolved with time, the shared link continues unaffected. It is a timeless companionship building on shared history and legacy.
Despite a long tenure, Pimm’s recipe is still a closely guarded secret. Established in 1840, it is known for the Pimm’s No. 1, a distinctive combination of gin, herbs and liqueur, providing a refined taste of complex bittersweet notes. They also had five other varieties using different spirits as base, however, these have been discontinued while the original No. 1 continues to flourish, embodying a culture shrouded in mystery.
Sipsmith London
Picture Credits: sipsmith.com
Sipsmith became the Official Gin Partner of the Wimbledon Championships in 2020. With a smithery which can be savoured with every sip, and its dedication to craftmanship, quality and having a jolly good time, it mirrors the core values of the oldest of tennis’ big four. Both gin and tonic as well as tennis are synonymous with British summers, making them the perfect partners with shared heritage, identical ambitions and neighbouring locations.
Sipsmith, a micro-distillery located in London, weaves a tale of friends and their love for martinis. Their mission is to create the world’s best London Dry Gin by going back to the roots and making it the way it used to be made. Commencing their journey in 2007 with a petition for amending an outdated law, it carries revolution at the core of the enterprise.
Stella Artois
Picture Credits: Instagram (@davidbeckham)
Stella Artois, the beer brand of Ab InBev, a leading brewer has been sponsoring Wimbledon since 2014 as the Official Beer Partner. The sponsorship agreement was renewed in 2023 with the exciting addition of the ‘Perfect Serve Award’ to recognise players who deliver the best serves during the tournament. Come 2025, the brand came out with another stirring twist. Special limited edition beer cans fashioned after the strict all-white dress code of the competition and rimmed with the traditional purple and green.
Born out of the age-old traditional brewing in Leuven, Belgium, Stella Artois commenced operations as early as 1366 and has garnered an iconic status over the years. Brewed from balanced malted barley and the finest European Saaz hops using the customary brewing methods, it has continued pouring out ‘perfect chalices’ of beer even today.
As much as Wimbledon is a celebration of sport, it is also an ode to timeless taste, both on and off the court. These carefully chosen drinks are not just refreshments, they are a part of the tournament’s sensory identity, enhancing spectator experience with every sip. And while not everyone may find themselves in the stands on Centre Court, bringing a touch of Wimbledon home is as simple as pouring a glass of what is served there.
Cover Credits- Instagram (@davidbeckham)
