Attending Royal Ascot for the first time, it quickly became apparent that money flows freely at the event. Luxury cars like Rolls Royces and Lamborghinis dropped off elegantly dressed attendees reminiscent of a period drama. Inside, high-end watch displays lined the route as bookmakers prepared to handle the £250 million expected in bets over five days.
As a journalist from the north who moved to London over a decade ago, I am not easily shocked by drink prices. However, after spending hours under the 24°C sun, I looked forward to post-work refreshments. Entering one of the many upscale drinking areas with deckchairs and sunny spots, the price of a jug of Pimm's left me stunned.
Exorbitant Drink Prices
Pimm's is a staple of British summer sporting events, as iconic as strawberries and cream at Wimbledon or warm lager at football matches. Typically, a jug sells for around £22 in the UK—a price that seemed like a distant dream at Royal Ascot. The menu showed Pimm's at £43.50 per jug, with a single glass costing a steep £14.50. Other drinks were also pricey, with lager at £8.50.
Surprise Victory in Queen Anne Stakes
Despite the high prices, racegoers enjoyed the day. The opening race, the Queen Anne Stakes, delivered a major shock as 50-1 long shot Ten Bob Tony surged late to win. Punters cheered as the outsider took the lead in the final furlong. One bookmaker noted, "Usually a horse winning at 50-1 is not too bad as nobody backs it, but because of the name, quite a few people did, so we lost a bit on that one."
