# Seasonal Tennis Hospitality Spaces Cygnet Launches Its Trophy Lounge At Sartoria Savile Row By Adam Harrie | Written with AI assistance | Published 2026-06-23 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/trophy-lounge References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2026/06/cygnet-gin-opens-trophy-lounge-in-london/) & [cygnet-distillery](https://cygnet-distillery.com/products/cygnet-22-gin?srsltid=AfmBOoqRktM1R8Vm1_x7g0mFRl8BXeUR7SCzWhV-xX4LK7iIVMczTMSN)  Welsh gin brand Cygnet launched the Cygnet Trophy Lounge at [Sartoria Savile Row](https://www.trendhunter.com/trends/stunning-fine-jewelry-collection) in London as part of a three-year partnership with the [Lawn Tennis Association](https://www.trendhunter.com/trends/del-monte-fresh-for-the-win) and the HSBC Championships at Queen’s Club. Open through 12 July, the pop-up serves as the centerpiece of the brand’s Summer of Tennis campaign, combining live match screenings with curated displays of LTA memorabilia and a schedule of themed hospitality events. The programme includes industry gatherings, tournament watch parties and a Women in Tennis celebration hosted by Cygnet co-founder Katherine Jenkins. Guests can enjoy the signature Cygnet Smash Fizz cocktail, created by brand ambassador Gabriele Sasnauskaite, alongside a non-alcoholic version made with [Cygnet Infinity](https://www.trendhunter.com/trends/cygnet-infinity). The campaign also extends to selected hospitality venues across the UK through exclusive seasonal serves. For consumers, the activation transforms tennis viewing into a premium hospitality experience, highlighting the growing role of experiential marketing in the premium spirits sector. Image Credit: Cygnet ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 39% | Activity: 37% | Freshness: 82% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Seasonal Sports Lounges:** Temporary hospitality spaces tied to tournament calendars create premium brand worlds where live viewing, memorabilia, and curated events deepen consumer engagement beyond traditional sponsorship. - **Signature Event Serves:** Limited-time cocktails and non-alcoholic alternatives connected to cultural moments give premium beverage brands a scalable way to turn seasonal occasions into distinctive product experiences. - **Experiential Spirits Marketing:** Immersive pop-ups that blend entertainment, hospitality, and lifestyle programming position spirits brands to build loyalty through memorable social environments rather than conventional retail touchpoints. ### Sectors Adopting This - **Premium Spirits:** Gin and spirits producers are using cultural partnerships and bespoke serves to differentiate in crowded markets while expanding relevance across luxury leisure occasions. - **Sports Hospitality:** Tennis and other spectator sports are becoming platforms for upscale branded environments that merge fandom with dining, networking, and lifestyle-led entertainment. - **Experiential Marketing:** Brand activations anchored in live events and pop-up venues offer agencies and partners new models for measurable consumer interaction, content creation, and premium positioning. ## Related on Trend Hunter - [Tennis-Themed Activations](https://www.trendhunter.com/trends/the-lalo-clubhouse.md) - [Tennis-Forward Pop-Ups](https://www.trendhunter.com/trends/lacostes-activations.md) - [Glamorous Tennis-Inspired Stays](https://www.trendhunter.com/trends/game-set-sparkle.md) - [Courtside Hotel Experiences](https://www.trendhunter.com/trends/bed-on-the-baseline.md) - [Elegant Sport Heritage Experiences](https://www.trendhunter.com/trends/tennisinspired-afternoon-tea.md) - [Professional Grade Pickleball Courts](https://www.trendhunter.com/trends/citypickle.md) - [Tennis-Themed Pop-Up Bars](https://www.trendhunter.com/trends/last-serve-bar.md) - [Tennis-Themed Cafe Refreshments](https://www.trendhunter.com/trends/lavazza-wimbledon.md) - [Elevated Soccer-Focused Hotel Experiences](https://www.trendhunter.com/trends/private-game-day-suite.md)