Wimbledon experts explore mocktail ideas for booze-free Gen Z

Telegraph

10-07-2025

For many tennis fans, it is as much a part of the Wimbledon experience as strawberries and cream, with around 300,000 glasses sold during the tournament each year.
But now specialists at the Championships have been attempting to create a mocktail in the style of Pimm's – with previous attempts using balsamic vinegar – to cater for Generation Z attendees.
Charlie Cook, business director for 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.'
When asked if his team had attempted to create a sober alternative to the iconic cocktail, he revealed: '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.'
A spokesman later stressed staff were not attempting to create a booze-free Pimm's – but a drink inspired by the popular beverage.
However, Stella 0.0, an alcohol-free beer, has been sold at the Championships on draught for the first time, before it is launched across the rest of the UK.
Last year, a study by charity Drinkaware found that 21 per cent of 18-to-24-year-olds do not drink at all, up from 14 per cent in 2017.
On Thursday, shortly before lunchtime on Henman Hill, a winding queue had already formed at the Pimm's bar, where glasses of 'Pimm's No.1 summer cup' were priced at £12.25 each.
Pausing briefly from pulling taps, a bar worker told The Telegraph: 'I'd say around one in 50 people ask if there's a non-alcoholic version of Pimm's... I definitely think it would be something we could sell.'
Tennis fan Lucy Church had travelled to the Championships from Glasgow with friend Lisa Rowe. Both are 28 and part of Gen Z.
Ms Rowe said two of her friends had already given up drinking, while Ms Church said she believed a non-alcoholic Pimm's-style cocktail would be popular.
'So many more people aren't drinking these days,' she said. 'Especially if you get here early, you might not want to be drinking all day.'
Meanwhile, Grace Thomas, from Essex, said she would certainly opt for a non-alcoholic version of the drink.
The 28-year-old, who came with her friend Georgia McCarthy, 33, said: 'We both work in events and it's quite a hectic job, so it's quite nice to be able to control the amount of alcohol you're having and not go crazy.'
Jenny Sherwood, 62, said: 'I'd definitely prefer a non-alcoholic Pimm's. It's going to take me two hours to get home on the train, I don't need to be falling asleep.'
However, not everyone was keen.
While Angela Graves, 51, said the idea was 'really good', her son Sam Busby, 28, disagreed.
He said: 'I wouldn't be interested. If I'm going to pay for a drink then I want to have a proper drink – otherwise I would just have an orange juice or a lemonade.'