Stella Artois has paid homage to the Wimbledon dress code in special-edition packaging before. In 2023, retail outlets in the U.K. sold white bottles with vertical green and purple stripes, but the bottles had plenty of colorful ornamentation that wouldn't have made the cut if a player wore it on a polo shirt, like a full-color Stella Artois logo and golden text.
Wimbledon is certainly serving up a win for sales, with major cultural and sporting moments like this really influencing customers. We’re seeing this play out with a huge demand for tennis staples including strawberries, clotted cream, and Pimm's.
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"I've been playing well this week. It's not just been me here. My parents are here. My girlfriend's here. Also, my sister's here. She's been here for every match that I've played this tournament so far."
"Everyone does cream - I wanted something different. Sweet, savoury, and a little bit weird but it works! I brought it as a bit of a laugh, but honestly, people loved it. I think I've started something."