Stella Artois has introduced a limited-edition strawberries and cream flavoured lager in time for the Wimbledon 2026 tennis championship. The new brew, inspired by the tournament's iconic culinary tradition, features a blush-pink hue and a velvety, nitro-infused foam that mimics fresh cream.
New Wimbledon-Themed Beer Details
The beer is designed to be served chilled over ice with a fresh strawberry garnish, offering a lighter and distinctly British twist on the original Stella Artois. According to the brewer, the aroma is led by fresh strawberry notes, complemented by a soft, slightly sweet creaminess. With an alcohol by volume (ABV) of 3.4 per cent, it caters to those seeking a lower-alcohol option.
Availability and Distribution
The limited-edition lager will be available on draught at bars within the Wimbledon tournament grounds. For fans unable to attend in person, it will also be sold at Sainsbury's and Co-op stores across the United Kingdom. Additionally, select pubs in the Wimbledon area will serve the drink.
Wimbledon 2026 Tournament Overview
The Wimbledon tournament commences on June 29, 2026. British players Jack Draper, Emma Raducanu, Cameron Norrie, and Katie Boulter are expected to compete on the grass courts. Italy's Jannik Sinner returns to defend his men's singles title after defeating Spain's Carlos Alcaraz in the previous year's final. However, two-time champion Carlos Alcaraz will not participate due to a wrist injury that also forced him to withdraw from the French Open. In the women's singles, Poland's Iga Świątek, who defeated the United States' Amanda Anisimova in the 2025 final, will aim to retain her title.
Tradition and Trends
Jessie Landers from Budweiser Brewing Group UK&I, the company behind the new drink, stated: "Strawberries and cream is at the heart of the quintessential Wimbledon experience. By launching Strawberries & Cream Flavoured Lager, we are giving fans the opportunity to savour this tradition in new and unexpected ways." Landers added that the partnership aims to celebrate the traditions that make The Championships special.
An estimated 283,730 portions of strawberries and cream are consumed at Wimbledon annually, a tradition believed to date back to the 19th century when the tournament first began. The launch coincides with a growing demand for fruit-flavoured beers, which has become one of the fastest-growing trends in the category, particularly among younger drinkers seeking lighter, lower-alcohol options.
In addition to the new flavour, fans attending The Championships can look forward to the return of Stella Artois' limited-edition white cans, which pay homage to Wimbledon's famous white dress code.
