It doesn’t get more British than summer at Wimbledon: the pristine lawns of Centre Court, the hush before a serve, strawberries and cream, and a gin cocktail glinting in the sunlight. But behind the timeless ritual lies one of the most premium brand alignments between the world’s most historic tennis tournament and one of the UK’s most beloved craft gin pioneers, Sipsmith.
With minimal advertising and a legendary commitment to tradition, Wimbledon chooses its official partners exclusively. So how did a startup gin distillery founded in a small Chiswick workshop earn its place alongside global heritage brands at a sporting tournament that’s been established since 1877?
I spent the day at Wimbledon, hosted by Sipsmith, to understand how this small-batch gin not only helped revive the UK’s love affair with gin, but how it has positioned itself as a premium brand, culminating in its prestigious Wimbledon partnership, and what that alignment means in terms of brand awareness and commercial impact.
The Origins of a Craft Revolution
Founded in 2007 by Sam Galsworthy, Fairfax Hall, and master distiller Jared Brown, Sipsmith was born from an idea to bring London Dry Gin back to its roots. With uncompromising craftsmanship and a handcrafted approach, the founders set to defy the era’s industrial gin rivals.
But their first obstacle wasn’t competition. It was the law. A little-known piece of legislation, the 1823 Excise Act, prohibited distilling in stills under 1,800 litres. Their custom-built still held just 300. Undeterred, the trio petitioned the UK government to change the law, and in 2008, they succeeded. That ruling not only unlocked their vision, but also cleared the path for the UK’s modern craft distilling movement.
What followed was a gin-aissance. And at the heart of it stood Sipsmith.
Craft, Storytelling, and the Copper Still
Sipsmith was the first traditional copper-pot distillery to open in London in nearly 200 years. From day one, it embraced a meticulous, small-batch approach to production, blending 10 botanicals in a “one-shot” method to create a gin that was classic, bold, and uncompromising in flavour.
Today, every drop is still handcrafted in Chiswick on a suite of copper stills affectionately named Prudence, Patience, Constance, and Verity.
Even its packaging tells a story. From hand-drawn illustrations to elegant serif typography, Sipsmith’s visual identity balances heritage cues with contemporary charm, a nod to its philosophy: Cygnus Inter Anates (“Be a Swan Amongst Ducks”), a quiet reminder to stand out by doing things the right way, not the easy way.
While many spirits ride on trend or aesthetic alone, Sipsmith’s appeal lies in its authenticity. The brand has never chased hype. Instead, it has built an audience through quality, storytelling, partnerships and word-of-mouth.
The London Dry Gin continues to focus on the brand positioning over brand promotion, reminding us that one perfect product is the backbone of a brand.
Where Two Quintessential British Brands Become The Perfect Match
In 2020, Sipsmith became the Official Gin Partner of The Championships, Wimbledon, marking a defining chapter in its brand journey. For both brands, the partnership represents more than just product placement on the courtside. They embody shared values of tradition, quality excellence, and craftsmanship.
Courtside at Court 7, sipping a Sipsmith G&T during an intense men’s doubles match, I asked Brand Manager Madeleine Jessop how the Wimbledon partnership fits into the brand’s broader strategy, and how they sustain that momentum long after the tournament wraps.
“Sipsmith‘s success as the Official Gin Partner of Wimbledon demonstrates the power of the right partnership, possible only when there is true brand synergy. The partnership captures our commitment to quality, heritage, and experience– through connection to another British establishment”
Now in its fifth year, where an average of 500,000 fans walk through the Wimbledon gates, Sipsmith continues to offer unique experiences along with inspired cocktails such as the Strawberry Smash cocktail, served courtside at the Pergola Bar.
Madeleine further commented on the inspiration behind the Wimbledon-inspired cocktail:
“Strawberries are synonymous with Wimbledon, and sensational when paired with the perfect London Dry. This serve allows us to elevate the smooth taste of Sipsmith gin for summer, whilst highlighting the partnership in authentic and delicious way”
You can sip in style around Wimbledon at the Pergola bar, Sipsmith Trike, Ralph Lauren cafe and Lavazza. Like the game of tennis itself, it’s all about balance, precision, and finish.
Whether you’re courtside or cocktail-side, Sipsmith invites you to savour every moment, one perfectly poured serve at a time.
To learn more, visit www.sipsmith.com or follow @sipsmith on social media.
