Pimms and Wimbledon are partnering up to celebrate the highly anticipated annual tennis tournament by hosting a variety of drinking-based Wimbledon-centric throughout South and central London.
A Pimm's Wimbledon bar will be hosted on the Selfridges Roof Deck, offering guests the opportunity to watch the tennis-match on TV-screens with London's gorgeous skyline as a backdrop -- all while enjoying a glass of the summery drink. The Ivy Cafe in Wimbledon Village has undergone a menu make-over since the Pimm's partnership and now offers its customers a new exclusive drink menu with cocktails such as 'The Pimmbledon.’ Various Pimm's pop-up bars are also expected to appear this summer, dotting gardens, patios, and terraces providing Londoners and tennis enthusiasts with new opportunities and experiences whether they're on or off the Wimbledon grounds.
What Makes This Trend Stand Out
- Pop-up Bars
- There is an opportunity for entrepreneurs to create alcohol-infused pop-up bars for various sporting events
- Menu Makeover
- Alcohol companies can collaborate with restaurants to create exclusive drink menus
- Experiential Marketing
- Alcohol companies can host events and create experiences around major sporting events
Sectors Adopting This
- Food and Beverage
- Restaurants and bars can collaborate with alcohol companies to create exclusive drinks
- Hospitality
- Hotels and venues can host pop-up bars for special events
- Marketing and Advertising
- Marketing agencies can work with alcohol companies to create experiential marketing campaigns around sporting events
