Pimm’s at Wimbledon costs £8 but served at ‘a third’ of recommended strength and ‘tastes like a soft drink’

Lab tests on the drink showed that with melted ice it could be as weak as one part Pimm’s to nine parts lemonade and water

It may be overpriced and only be available at the end of a long queue, but a glass of Pimm’s has become an almost mandatory part of the experience of a day out at Wimbledon.

Imagine the shock of customers, then, who discovered that the £7.80 beverage can come served at just a third of the strength recommended by Pimm’s itself, and tasting more “like a soft drink” than a gin-based cocktail.

According to reports in the Sunday Times today, laboratory tests carried out on the Pimm’s served across the All England Club’s official bars and drinks stands showed a huge variation in percentage of alcohol by volume (ABV).

A standard bottle of Pimm’s No 1 Cup is 25 per cent ABV, and according to the producer’s own recommendations should be mixed with one part spirit to three parts lemonade – creating a drink of about 6.5 per cent ABV.

Yet analysis of a drink bought from the Café Pergola at Wimbledon reportedly found it was one part Pimm’s to nine parts lemonade and melted ice – just 2.5 per cent ABV.

All England Lawn Tennis and Croquet Club members enjoying Pimm's at Wimbledon All England Lawn Tennis and Croquet Club members enjoying Pimm's at Wimbledon Drinks bought from other locations around the All England Club varied in strength, but none contained as much alcohol as a Pimm’s bought from a bar outside the tournament’s walls – which was also almost £2 cheaper.

One tennis fan told the Sunday Times she was “not surprised” by the results of the tests, saying: “I’m shocked at how expensive the Pimm’s is at Wimbledon. It’s nearly £8 and tastes like a soft drink.”

Pimm’s said the draught drink it provides for Wimbledon is based on its “pre-mixed product” which also comes in shops at 5.4 per cent ABV instead of 6.5.

It said its “perfect serve recipe” dictates that it is best served over ice which, once melted, then dilutes the drink further.

A spokesperson for the All England Club and Facilities Management Catering (FMC), the official caterer at Wimbledon, said: “The Pimm’s comes in pre-mixed sealed containers and we serve it over ice as recommended. The amount of ice in the glass will affect the dilution but you can always ask for it without ice.”

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
Arts and Entertainment
Buttoned up: Ryan Reynolds with Helen Mirren in ‘Woman in Gold’
filmFor every box-office smash in his Hollywood career, there's always been a misconceived let-down. Now he says it's time for a reboot
News
people
News
Actress Julianne Moore wins the Best Actress in a Leading Role Award for 'Still Alice' during the 87th Annual Academy Awards in Hollywood, California
people
Sport
Ross Barkley
footballPaul Scholes says it's time for the Everton playmaker to step up and seize the England No 10 shirt
News
'We will fix it': mice in the 1970s children’s programme Bagpuss
science
Life and Style
2 Karl Lagerfeld and Choupette
fashion
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Recruitment Genius: Customer Service Executive

£18000 - £22000 per annum: Recruitment Genius: This is an exciting opportunity...

Recruitment Genius: Retail Buyer / Ecommerce Buyer

£30000 - £35000 per annum: Recruitment Genius: Working closely with the market...

Recruitment Genius: Sales Executive - CAD Software Solutions Sales

£20000 - £50000 per annum: Recruitment Genius: A reputable company, famed for ...

Ashdown Group: Client Accountant Team Manager - Reading

Negotiable: Ashdown Group: The Ashdown Group has been engaged by a highly resp...

Day In a Page

War with Isis: Iraq declares victory in the battle for Tikrit - but militants make make ominous advances in neighbouring Syria's capital

War with Isis

Iraq declares victory in the battle for Tikrit - but militants make make ominous advances in neighbouring Syria
Scientists develop mechanical spring-loaded leg brace to improve walking

A spring in your step?

Scientists develop mechanical leg brace to help take a load off
Peter Ackroyd on Alfred Hitchcock: How London shaped the director's art and obsessions

Peter Ackroyd on Alfred Hitchcock

Ackroyd has devoted his literary career to chronicling the capital and its characters. He tells John Walsh why he chose the master of suspense as his latest subject
Ryan Reynolds interview: The actor is branching out with Nazi art-theft drama Woman in Gold

Ryan Reynolds branches out in Woman in Gold

For every box-office smash in Ryan Reynolds' Hollywood career, there's always been a misconceived let-down. It's time for a rethink and a reboot, the actor tells James Mottram
Why Robin Williams safeguarded himself against a morbid trend in advertising

Stars safeguard against morbid advertising

As film-makers and advertisers make increasing posthumous use of celebrities' images, some stars are finding new ways of ensuring that they rest in peace
The UK horticulture industry is facing a skills crisis - but Great Dixter aims to change all that

UK horticulture industry facing skills crisis

Great Dixter manor house in East Sussex is encouraging people to work in the industry by offering three scholarships a year to students, as well as generous placements
Hack Circus aims to turn the rule-abiding approach of TED talks on its head

Hack Circus: Technology, art and learning

Hack Circus aims to turn the rule-abiding approach of TED talks on its head. Rhodri Marsden meets mistress of ceremonies Leila Johnston
Sevenoaks is split over much-delayed decision on controversial grammar school annexe

Sevenoaks split over grammar school annexe

If Weald of Kent Grammar School is given the go-ahead for an annexe in leafy Sevenoaks, it will be the first selective state school to open in 50 years
10 best compact cameras

A look through the lens: 10 best compact cameras

If your smartphone won’t quite cut it, it’s time to invest in a new portable gadget
Paul Scholes column: Ross Barkley played well against Italy but he must build on that. His time to step up and seize that England No 10 shirt is now

Paul Scholes column

Ross Barkley played well against Italy but he must build on that. His time to step up and seize that England No 10 shirt is now
Why Michael Carrick is still proving an enigma for England

Why Carrick is still proving an enigma for England

Manchester United's talented midfielder has played international football for almost 14 years yet, frustratingly, has won only 32 caps, says Sam Wallace
Tracey Neville: The netball coach who is just as busy as her brothers, Gary and Phil

Tracey Neville is just as busy as her brothers, Gary and Phil

The former player on how she is finding time to coach both Manchester Thunder in the Superleague and England in this year's World Cup
General Election 2015: The masterminds behind the scenes

The masterminds behind the election

How do you get your party leader to embrace a message and then stick to it? By employing these people
Machine Gun America: The amusement park where teenagers go to shoot a huge range of automatic weapons

Machine Gun America

The amusement park where teenagers go to shoot a huge range of automatic weapons
The ethics of pet food: Why are we are so selective in how we show animals our love?

The ethics of pet food

Why are we are so selective in how we show animals our love?