"Wimbledon introduces Pimm’s-flavored mocktail for non-drinking tennis enthusiasts"

For 54 years, Pimm’s has been as much a part of the Wimbledon experience as strawberries and cream, with 300,000 glasses sold each year during the tournament.

Now, Wimbledon has tested a mocktail inspired by the fruity, well-loved drink in response to the rising interest in alcohol-free options at the event.

The club has made available alcohol-free beer on tap and mocktails made with non-alcoholic sparkling wines and spirits, as younger attendees increasingly opt for sober choices.

Charlie Cook, who oversees food and drink at Wimbledon, said, "We pay attention to changing preferences. Our team includes experts who study these trends. Younger guests are looking for drinks with little or no alcohol."

Staff at the tournament noted rising requests for alcohol-free beer and more people asking for a non-alcoholic take on Pimm’s.

Cook mentioned that the club has not yet perfected a mocktail alternative. "We’ve tested one with balsamic, which has a similar taste, but we’re still refining it. It would be a good addition," he explained.

Wimbledon clarified that the goal was not to replicate Pimm’s without alcohol but to create a drink drawing inspiration from its flavors.

Destiny Olusegun, a 22-year-old bar manager at the event, said visitors were excited about an alcohol-free version of the iconic summer cocktail.

"Many ask for non-alcoholic Pimm’s," he said. "Wimbledon is known for Pimm’s, and when others are enjoying it, you don’t want to feel left out with just a soda. People want a satisfying alternative."

A worker at a Pimm’s stand shared the same observation. "Guests frequently ask, especially if they’re expecting, whether we offer non-alcoholic versions. This has been common for a while," she said.

"About one in 50 people inquire. Some, particularly older attendees, also ask for half-servings, but younger guests—especially those who are pregnant—do too."

Among the mocktails available this year is a spritz with alcohol-free gin, sugar syrup, and grapefruit soda priced at £12.60, and a 0% paloma made with a citrus-flavored alcohol-free aperitif for £10.40.

Olusegun noted that demand for non-alcoholic drinks has risen during his time at Wimbledon, with the biggest interest coming from those between 25 and 50.

"People are being more mindful about drinking, especially if they’re here all day," he said. "They still want to join in—raising a glass, having something refreshing—but without the alcohol. A non-alcoholic Pimm’s, even in a can, would let them do that."