Pimm's, a popular pre-mixed cocktail label, is hosting a Wimbledon pop-up in London and Manchester over the course of two weeks, beginning July 2nd, and ending July 15th.
Those who attend the Wimbledon pop-up will be able to view screenings of the matches at The Refinery bars in a lush garden. While the matches play on the large screens, attendees can take part in an exclusive afternoon tea with refreshments from Pimm's on offer, in addition to a variety of delectable scones with clotted cream and Pimm's-infused jam. These desserts are topped off with fresh fruits, which have also been soaked in Pimm's for more flavor. Drink menus at the pop-ups will consist of a range of Pimm's cocktails, including the Pimm’s Spritz, Pimm’s No.1, and Pimm’s No.6.
Tennis Tournament Pop-Ups
This Wimbledon Pop-Up with Pimm's Allows Attendees to View Matches
Trend Themes
1. Pop-up Experiences - The trend of hosting temporary, experiential events like Wimbledon pop-ups presents opportunities for innovative brands to engage with consumers in unique ways.
2. Live Event Screenings - The trend of hosting screenings of live events, such as tennis matches, allows brands to create immersive experiences for attendees, offering them a new way to enjoy and interact with the event.
3. Pimm's-inspired Menu - The trend of incorporating a specific brand or product into a menu creates opportunities for collaborations between food and beverage brands, offering consumers a cohesive and immersive dining experience.
Industry Implications
1. Hospitality - The hospitality industry can leverage pop-up experiences to attract customers, create brand awareness, and boost sales by offering unique and limited-time events or offerings.
2. Beverage - The beverage industry can tap into the trend of live event screenings to create partnerships with venues or event organizers, providing attendees with specialty drink menus tailored to the event experience.
3. Food - The food industry can explore collaborations with beverage brands, like Pimm's, to create specially curated menus that incorporate and highlight the brand's products, offering consumers a unique dining experience centered around a specific theme or product.