Wimbledon has raised the prices for its signature strawberries and cream and Pimm's, marking the second consecutive year of increases after a 15-year price freeze. A glass of Pimm's now costs £13.45, an increase of £1.20 from the previous year.
The price of strawberries and cream, or a plant-based alternative, has also seen a rise, now costing £2.85, up 15 pence from last year. Previously, this item's price had been maintained at £2.50 since 2010.
These price adjustments for spectators coincide with a significant increase in the tournament's prize money. The All England Club (AELTC) is offering a record £64.2 million in prize money, a 20 percent increase from the previous year. The champions of the men's and women's singles will each receive £3.6 million, with players eliminated in the first round earning £80,000.
The increased prize pot comes after some top players, including Aryna Sabalenka and Jannik Sinner, expressed dissatisfaction with the prize money awarded by Grand Slams. Following limited media appearances at the French Open, players at Wimbledon had also reduced their media time to 15 minutes. However, a statement on Monday morning indicated that these protests would be paused, citing Wimbledon's commitment to address player proposals from July 2025 regarding welfare and prize money distribution. Players are seeking prize money that reflects a higher revenue share of Grand Slam events.
Spectators attending the tournament also have other beverage options, including a limited edition Stella Artois Strawberries and Cream-flavoured beer at £9.30 per pint and regular draught beer for £8.95. Champagne prices range from £27.90 for a quarter bottle of Lanson Le Black Creation Brut to £110.20 for a bottle of Lanson Le White Label Sec.
The tournament anticipates a large turnout, with thousands of spectators already queuing for entry on the opening day.