When you step through the gates of the All England Club, the pristine white of the tennis uniforms and the perfectly manicured green grass are the first things you notice. However, Wimbledon is much more than a sports tournament—it is an elite social event, a British cultural phenomenon, and a true feast for all the senses.
And that feast would be absolutely unimaginable without two undisputed culinary symbols: perfect red strawberries topped with fresh cream, and chilled, sparkling champagne.
Why Strawberries? A Story Dating Back to 1877
The tradition of serving strawberries dates all the way back to the very first tournament held in 1877. The reason for this combination was highly practical—the short strawberry ripening season in England perfectly coincided with the dates of the tournament. In the Victorian era, strawberries were a status symbol, and serving them alongside tennis was considered the pinnacle of summer high-society entertainment.
Today, the process of bringing strawberries to Wimbledon is an incredible logistical operation. Every single strawberry served at the tournament comes exclusively from farms in the county of Kent. The harvest begins early in the morning, before dawn (around 4:00 AM). By 5:30 AM, the crates arrive at the All England Club facilities, where they are hand-sorted, hulled, and prepared for the visitors.
Here are the fascinating numbers that best illustrate the appetite of the tennis crowd in London:
Champagne and Pimm’s: The Taste of an English Summer
While strawberries are the food of choice, the official drink of Wimbledon is an absolute synonym for luxury. The British are known as some of the biggest consumers of champagne in the world, and the London Grand Slam is the perfect place to prove that statistic. Alongside every crate of strawberries, corks are constantly popping in the stands, in the Hospitality tents, and on the famous “Henman Hill” (or Murray Mound).
Besides champagne, it is impossible not to mention Pimm’s No. 1 Cup—a traditional English gin-based liqueur served as a refreshing summer cocktail mixed with lemonade, fresh mint, cucumber, orange, and, you guessed it, strawberry slices. With over a quarter of a million glasses sold in just two weeks, Pimm’s is definitively the liquid embodiment of Wimbledon.
A Price That Defies Inflation
What represents a true phenomenon in modern sports is Wimbledon’s financial policy regarding its strawberries. In a world where prices at sporting events skyrocket year after year, the All England Club made a conscious decision to keep the price of a portion containing a minimum of 10 perfect strawberries with cream at exactly £2.50. This price has stood firm since 2010.
The organizers knowingly absorb a financial loss on this product, fully aware that the strawberries are not just a snack, but an experience and a piece of identity that keeps spectators from all over the world coming back every year. It is that distinctive touch of English elegance reminding us that at Wimbledon, some things, like honoring tradition, are simply beyond money.
Looking for more stories from London, match schedules, and the latest tennis analysis? Return to our Wimbledon 2026 – The Ultimate Guide and stay up to date with every detail of the most prestigious Grand Slam!
