7.4 million of us tuned in last year to witness Britain’s Johanna Konta take on Simona Halep in the Wimbledon Quarter-Final. While Andy Murray is the big draw, the nation’s outlets certainly don’t need to rest all hopes of a successful trading period on him alone...
And while we’re boasting one of the most exciting fields of British competitors in recent history, we haven’t yet discussed the gargantuan fan bases that Roger Federer, Rafael Nadal and Novak Djokovic enjoy on our shores. These titans will ensure that every day has a big game to enjoy. Make sure you consider the demographics of your local area too, if you have a large French community nearby for example, the fixtures of Lucas Pouille, Adrian Mannarino, Richard Gasquet and Jo-Wilfried Tsonga will also be big draws.
22% of UK consumers watch Sporting Events in the On Trade.
Pimm’s and Sparkling Wine grow by 29% during the fortnight.
Gin grows by 6.6% in the summer, driven by premium brands.
The UK has five players ranked in their respective top 50.
The final of Wimbledon attracts as many as 13,000,000 UK viewers.
Wimbledon added £19.3m in incremental sales to the market last year.
Road to the Final
21- 25th May: French Open - Qualifying
27-29th: French Open - Round 1
30-31st: French Open - Round 2
1-2nd June: French Open - Round 3
3-4th: French Open - Round 4
5-6th: French Open - Quarter Finals
7-8th: French Open - Semi Finals
9-10th June: French Open - Finals
16-17th: Fever-Tree Championship - Qualifying
18-19th: Fever-Tree Championship - Round 1
20-21st: Fever-Tree Championship - Quarter Finals
23rd: Fever-Tree Championship - Semi Finals
24th June: Fever-Tree Championship - Final
2-15th July: Wimbledon Championships
2-3rd: Wimbledon Championships - Round 1
4-5th: Wimbledon Championships - Round 2
6-7th: Wimbledon Championships - Round 3
9th: Wimbledon Championships - Round 4
10-11th: Wimbledon Championships - Quarter Finals
12-13th: Wimbledon Championships - Semi Finals
14th July: Wimbledon Championships - Women's Final
15th July: Wimbledon Championships - Men's Final
Is there any drink more quintessentially linked to Wimbledon and the British summer than Pimm’s? Liqueur and Speciality sales, driven by Pimm’s as well as brands such as Aperol, is the only spirits category alongside gin that sees growth in the summer months. When served in pitchers Pimm’s, an official partner of the championships, offers significant sales opportunity. Pitchers allow groups to start ‘rounds’ while also lowering queue times at your bar. When completed with the trademark lemonade, cucumber, mint, orange and strawberries, the serve offers theatre and a drink that will make other guests instantly envious.
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Almost 30,000 bottles of Champagne were popped at last year’s Wimbledon championships with thousands more cracked open across the nation. Alongside Pimm’s, it’s considered a true Wimbledon favourite, with long standing links with Champagne House Lanson. Along with the French goliath, English Sparkling Wine, is set to stand out from the crowd this summer. 70% of the UK’s total wine production is sparking, and its popularity is growing. With the nation set to embrace patriotism this summer, stocking English may pay dividends.
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Gin grows by 6.6% over the summer months compared with the cooler months. Drilling deeper, premium gin is growing by 7.5% which shows the importance of a premium gin offer in your outlet. Effective upselling to premium gins will increase the money in your till as will offering a high-quality experience with the chance for customers to mix and match from a choice of gins, tonics and garnishes.
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Any tennis player worth their salt will ensure that they are firing on all cylinders before hitting that first serve. On the following page, we outline our ten steps to the perfect warm up to the Summer of Sport.