# Alcohol-Infused Tennis Championships Pimm's and Wimbledon Celebrate the Tennis Tournament By Ell Smith | Published 2017-06-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/pimms-and-wimbledon References: [eventmagazine](http://www.eventmagazine.co.uk/pimms-celebrates-wimbledon-tennis-championships/brands/article/1437231) & [anyoneforpimms](https://www.anyoneforpimms.com/) 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](https://www.trendhunter.com/trends/theater-pop-up), 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](https://www.trendhunter.com/trends/grey-goose-raspberry-lemonade) such as 'The Pimmbledon.’ Various [Pimm's pop-up bars](https://www.trendhunter.com/trends/refreshing-encounters) 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. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 50% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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 ## Related on Trend Hunter - [Tennis-Themed Pop-Ups](https://www.trendhunter.com/trends/sweet-serve.md) - [Tennis-Themed Cafe Refreshments](https://www.trendhunter.com/trends/lavazza-wimbledon.md) - [Celebratory Coronation Liqueur Branding](https://www.trendhunter.com/trends/pimms-coronation-edition-bottle.md) - [Queen-Celebrating Liqueur Branding](https://www.trendhunter.com/trends/pimms-platinum-jubilee.md) - [Zesty Tennis-Inspired Cocktails](https://www.trendhunter.com/trends/the-ace-paloma.md) - [Tennis-Themed Activations](https://www.trendhunter.com/trends/the-lalo-clubhouse.md) - [Tennis-Themed Pop-Up Bars](https://www.trendhunter.com/trends/last-serve-bar.md) - [Sporty Aperitivo Apparel](https://www.trendhunter.com/trends/tennisinspired-capsule.md) - [Post-Court Cocktail Sets](https://www.trendhunter.com/trends/dink-sip-pickleball.md)