Purchasing an alcoholic drink at Wimbledon is no longer an affordable luxury, as the iconic gin-based liqueur Pimm’s has seen its price increase by £1.20 since last year.
The Full Story
Wimbledon fans are taking to social media to express their disappointment and frustration over the latest price hike of Pimm’s at Wimbledon 2026, with some even stating that they will no longer be attending the event due to the rising cost. The new price for a glass of Pimm’s is £13.45, which has left many fans feeling priced out.
The news comes as ticket prices for Centre Court during the fortnight-long tournament have been announced, with costs ranging from £80 to £350 depending on seat location. This has led some fans to question whether attending Wimbledon is worth the expense of a glass or two of Pimm’s.
Production & Profile
Pimm’s is a classic British summer drink made from gin, lemonade, and garnished with mint and cucumber. The liqueur has been enjoyed by tennis fans at Wimbledon for decades, but its price increase may signal a shift in the way it is perceived.
The Pimm’s No. 1 recipe consists of a combination of 10 different ingredients including citrus juices, herbs, spices, and gin. The exact proportions used to make each bottle remain secret due to an ongoing trade dispute between the manufacturer and its supplier.
Brand & Industry History
Pimm’s has been produced since 1840 by William Garrow & Sons Ltd in London, making it one of Britain’s oldest liqueurs. The drink became popular among British tennis players during the late 19th century due to its association with Wimbledon.
Throughout its history, Pimm’s has undergone several changes in terms of production and ingredients. In the early years, Pimm’s was made from a combination of gin, lemonade, orange juice, ginger beer, quince paste and spices. However this recipe changed when William Garrow bought it out as he added iced tea to make it stronger.
What This Means
The price increase of Pimm’s at Wimbledon may signal a broader trend in the UK where expensive summer drinks are becoming increasingly popular among fans attending sporting events. As prices continue to rise, consumers will need to weigh up whether the convenience and prestige offered by these high-end beverages is worth the additional cost.
Consumer Takeaway
In conclusion, while a £1.20 price increase for Pimm’s may seem like a small amount of money, it has had an out-sized impact on Wimbledon fans who are now feeling priced out of attending the event or purchasing one glass of their favorite summer drink.
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