PIMMS at Wimbledon


increase of YoY volumes onsite


increase in PIMM’S to Go cup sales


increase in overall volumes

The Brief

Verve are Diageo’s lead sponsorship agency and work to support activating PIMM’S rights for its Official Partner sponsorship of Wimbledon Championship.  They have been an Official Partner since 2017 and Verve have activated on behalf of PIMM’S at every Championship since!

What we did

The start of the Wimbledon 2022 Champions saw the return of fans to its full capacity and with it the complete spirit of Wimbledon for the first time since the pandemic. The long-awaited returned the famous Wimbledon queue finally took place with PIMM’S activating in the queue for the very first time. 

Verve managed the creative design, production and installation of PIMM’S two bar activation sites within the beautiful Wimbledon grounds, PIMM’S on the Hill being the flagship bar returning to its rightful spot on Henman Hill with a stunning new flower wall design created by the Verve design team. 

The second bar activation is the PIMM’S long bar in the tea lawn areas which Verve managed the design and production of, the bars remains to be a key volume driver for PIMM’S during the Championship – small but mighty! 

PIMM’S activated in the Wimbledon queue for the first time ever in 2022 where the PIMM’S cart was positioned and use for a social competition to win PIMM’S prizes and also excitingly a surprise and delight live from the queue with the opportunity to skip the queue with PIMM’S and win show court tickets. Verve managed the ideation, production and implementation. 

Our wonderful team are also onsite everyday during the Championship to manage and oversee quality control, staff training to ensure every PIMM’S is perfect.

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