Award-winning craft distiller Penrhos Gin has unveiled a limited-edition pink ‘Wonky’ Strawberry Gin created entirely from misshapen and surplus strawberries, coinciding with new national research that reveals cocktails will overtake traditional drinks at tennis-watching parties this summer.
The limited-edition spirit, which transforms imperfectly perfect strawberries destined for waste from the Penrhos farm into a premium gin, launches alongside it’s new signature Strawberry Gin & Cream cocktail recipe designed specifically for celebrating Wimbledon season.
BRITAIN’S DRINKING HABITS SET FOR SUMMER REVOLUTION
New nationwide research released today from Penrhos Gin reveals a shift in tennis season drinking culture:
- Almost one in 5 (17%) of 18–44-year-olds plan to drink cocktails when watching the tennis this summer which is more than the one in seven (13%) of the same age group who will drink traditional wine and beer at this summer’s tennis-watching gatherings.
- Over 20% of all Brits intend to watch the tennis this summer 2025 either at home or online versus 9% in a pub or bar, making at-home drinks even more important.
SUSTAINABILITY MEETS SOPHISTICATION
With 1.92 million strawberries consumed during Wimbledon alone, and with up toapproximately 10,000 tonnes of the UK’s strawberries being rejected for cosmetic reasons, Penrhos Gin’s initiative prevents millions of strawberries from going to waste. It is estimated that UK farmers lose approximately £648 million from wasted horticultural crops (fruits and vegetables).
Penrhos has developed a simple three-step Strawberry Gin & Cream cocktail recipe for the launch with local mixologist Owen Williams that has already generated social media buzz during preview testing. The gin cocktail perfectly replicates the flavours of the traditional tennis treat- ‘strawberries and cream’.
MOBILE TASTING EXPERIENCE TOURS WIMBLEDON
Throughout the first day (Monday 30th June) of the Wimbledon championships, Penrhos’ vintage pop-up Land Rover bar will offer free samples* of the Strawberry Gin & Cream cocktail at various locations around Wimbledon. In an innovative twist, the public can nominate via Penrhos social media account on Instagram to determine the bar’s locations in and around Wimbledon, creating what the brand calls “London’s first democratically directed tasting experience.”
Harriet Evans, co-founder of Penrhos Gin, said: “We’re proving that sustainability and sophistication aren’t mutually exclusive. Every bottle of our limited-edition Strawberry Gin saves approximately 100g strawberries from waste, while delivering an exceptional and delicious gin drinking experience. With cocktails set to dominate tennis season in the UK this year for the under-35s, we’re offering consumers a delicious way to be part of the revolution. Our Strawberry Gin recipe has been perfected over the last year and the final recipe has been selected by our Penrhos Gin Taster Panel, made up of members of the British public.”
The limited-edition Penrhos Strawberry Gin (£30/70cl) will be available in the award-winning recycled aluminium bottles from May 25th only from the Penrhos website. A limited 3,000 bottles will be produced in 2025, and customers can sign up for a pre-order now. Penrhos London Dry and Penrhos Wonky Raspberry Gin is also available in over 400 Sainsbury’s stores in the UK.
