No Pimm's please, we're sober! Wimbledon mixes up mocktails amid soaring demand for non-alcoholic beverages

Daily Mail​

11-07-2025

Wimbledon just wouldn't be Wimbledon without strawberries, cream, and Pimm's, with fans sipping on nearly 300,000 glasses of the signature drink at the tennis grand slam every year.
But, as Gen Z tennis fans and health-conscious spectators flock to the lawn this year, demand for a non-alcoholic Pimm's alternative has risen.
While a huge number of brands have released non-alcoholic versions of popular liquors in recent years to meet the rising number of sober-curious consumers, the quintessential British beverage, which is often paired with lemonade and fruit, has not followed suit.
To satisfy thirsty guests, Wimbledon has created a mocktail that emulates the classic fruity cocktail without alcohol - although the club's own food and drink expert admits the booze-free alternative isn't quite there yet.
The Times reports Charlie Cook, the business director of food and drink at Wimbledon, said: 'We look at market trends. Within our business we employ a food and drink futurist to look at where those trends are going.
'The younger generations are looking for lower or non-alcoholic offerings.'
In the club's efforts to create a Pimm's-inspired mocktail, Cook added: 'We've tried a version using balsamic, which has a quite similar flavour profile, but we haven't really cracked that one yet. It would be a good one though.'
It comes as bar staff at Wimbledon said they have noticed an uptick in the number of customers asking for non-alcoholic beverages while enjoying the tennis.
At the official Pimm's stall on Henman Hill/Murray Mound, one barmaid revealed that around one in 50 customers ask whether a non-alcoholic version of Pimm's is available.
She added that she had noticed people asking for the same thing when she worked at the stall last year.
Destiny Olusegun, a 22-year-old bar manager, said he also noticed the growing demand for alcohol-free drinks ever since he began working at Wimbledon three years ago.
He reflected on how people are becoming 'more conscious' of what and how they drink, and that there is a shift away from all-day boozing.
Drinking constantly while spending all day at Wimbledon is no longer desirable, he added, but people still want the option of being able to have a cold drink while socialising so a non-alcoholic Pimm's could help do the trick.
The demand for drink options that don't induce drunkenness has risen exponentially in recent years, fuelled by Gen Z's changing taste compared to previous generations.
Alcohol awareness charity Drinkaware conducted a study last year that revealed 21% of 18-to-24-year-olds do not drink at all, a significant jump from 14% in 2017.
A recent study by researchers at Oxford University found that Gen Z is embracing the non-alcoholic drinks movement in an act of rebellion, even deeming the choice as 'cool'.
Interest in health and wellness is also part of the move towards non-alcoholic drinks, with some Gen Z-ers opting out of boozing for health reasons.
Wimbledon already offers a range of alcohol-free beverages, such as booze-free aperitif Everleaf, no-alcohol spirit Freeglider, and 0% ABV Wild Idol wine.
Stella Artois has also launched its 0.0 beer on draught at the tournament this year, before rolling it out to the rest of the UK.
According to The Times, the alcohol-free beer has been so popular that a barman at Wimbledon's Perfect Serve bar said they sold nearly 200 pints on one day.
As for mocktails, the club offers a non-boozy spritz made with alcohol-free gin, sugar syrup and pink grapefruit soda - which sets customers back by £12.60 - and a 0% paloma that uses a non-alcoholic bergamot aperitif, costing £10.40.
But the question of whether the iconic Pimm's will produce a non-alcoholic version remains.
A spokeswoman for the brand said that Diageo, the alcohol giant that owns Pimm's, is 'always working' on new ideas, adding that customers will be the first to know if a new product is on the way.
The 185-year-old drink comprises of gin, caramelised orange and a closely guarded secret blend of herbal botanicals and spices.
On its own, Pimm's has an alcohol content of 25% ABV. But once it's mixed with lemonade, which is the traditional way to serve this summertime staple drink, the alcohol content is lowered drastically to around 6% ABV, slightly higher than an average beer.
Pimm's was created by London oyster bar owner James Pimm in 1832 as a tonic to aid digestion and thus, Pimm's No. 1 Cup was born.
The brand was founded in 1840 but only began large-scale production in 1851 in order to keep up with sales to other bars.
It's not just a staple at Wimbledon - Pimm's is also a must-have at the Chelsea Flower Show and the Henley Royal Regatta.
Throughout the summer, Pimm's is a highly popular choice in pubs and bars, as well as at home, where drinkers can add as much fruit as they want, like strawberries, cucumber, oranges, lemons, apples, as well as mint.