As the summer sun signals the return of strawberries, whites, and aces, Sipsmith, the Official Gin Sponsor of Wimbledon, is toasting the season with a playful new campaign that reimagines tennis traditions through the lens of everyday British life. Developed by Atomic London and brought to life by award-winning director Julia Fullerton-Batten, the campaign delivers a spirited blend of style, humour, and cultural flair — all with a signature Sipsmith twist.
At the heart of the creative is a single, clever line: “Looking for a smooth serve every time?” — a dual nod to the gin’s refined quality and the precision of world-class tennis. Through this witty parallel, Sipsmith positions itself not just as a drink of choice for the discerning gin lover, but as an embodiment of Wimbledon’s elegance and tradition.
The campaign’s central message is clear: Wimbledon isn’t just a place — it’s a state of mind. And with Sipsmith, that unmistakable mood can be savoured anywhere. Whether it’s a rooftop bar where the umpire sips her gin and tonic before announcing “Quiet, please,” or a park picnic transformed into a mock Centre Court match, each scene is crafted to evoke the tournament’s charm while celebrating the everyday.
Shot at Silverscape Studios in Manchester using virtual production techniques, the campaign not only achieves a cinematic feel but aligns with Sipsmith’s ongoing sustainability goals. The approach slashed carbon emissions by 70% compared to traditional production methods and reflects the brand’s commitment to environmental responsibility as a certified B-Corp.
The visuals, directed and photographed by Fullerton-Batten, are a masterclass in tone — effortlessly cool, gently irreverent, and unmistakably British. Her distinctive aesthetic weaves charm and subtle humour throughout, elevating scenes of social sipping into moments of crafted elegance.
Launched across print, social, digital, and point-of-sale, the campaign also includes a series of punchy 15-second films, airport takeovers, and trade activations via Avolta, with media planning handled by Media Bounty.
Speaking about the campaign, Amy Cockram, Senior Brand Manager at Sipsmith, explained: “Summer is a key moment for the gin category – people are out socialising more, and looking to elevate their drinking occasions. Wimbledon gives us a standout opportunity. As the only gin brand with an official partnership, we’re in a unique position to tap into one of the biggest cultural moments of the season.”
Louise Rudaizky, Managing Director at Atomic London, added: “With this campaign, we wanted Sipsmith to show up in a way that feels naturally part of British summer culture – a bit witty, a bit stylish, and unmistakably Wimbledon. It’s not just about being at the tournament, but about capturing the feeling it brings.”
With its blend of tradition and modern charm, Sipsmith’s Wimbledon campaign doesn’t just celebrate gin — it celebrates how craft, culture, and clever storytelling can make every sip feel like match point.
