26th June, 2025, London – Sipsmith has appointed global sport and entertainment marketing agency Fuse as its agency for partnership consultancy and activation, as it launches Top Seed Gin to celebrate the fifth year of its partnership with Wimbledon.
The born-and-bred London gin brand has crafted a new, limited-edition signature serve exclusively for The Championships. This first-of-its-kind recipe features authentic Wimbledon Centre Court grass seeds as one of its botanicals, distilled into the liquid using the same meticulous process behind Sipsmith’s iconic London Dry Gin. A team of expert distillers handcrafted the recipe at the brand’s Chiswick distillery, where every bottle of Sipsmith gin is made.
Fuse led the creative concept for Top Seed, from ideation to exclusive launch at an event hosted by Wimbledon legend and Sipsmith ambassador, Sue Barker, where guests were treated to a behind the scenes look into how the unique gin was created.
Tennis fans will be able to order Top Seed Gin by requesting a ‘secret serve’ at the Pergola Bar. The off-menu cocktail, The Top Seed, pairs the gin with Cloudy Apple Juice, Elderflower Cordial, Supasawa and a splash of soda. Each serve will also come with a bag of Wimbledon seeds so fans can grow their own botanicals at home, making a memorable experience for tennis fans and gin lovers alike.
Fans not able to make it to SW19 will still be able get their hands on The Top Seed’s authentic grass-based mix by signing up to Sipsmith’s Sipping Society.
In the lead up to Wimbledon, Fuse is also providing end-to-end delivery support, from strategic consultancy to onsite activations at the Pergola Bar and hospitality suite. Fuse will also manage ticketing and hospitality to ensure a seamless experience for Wimbledon-goers throughout the tournament.
Danielle Barwick, Group Director at Fuse, said: “We’re thrilled to be partnering with Sipsmith to work on this iconic Wimbledon partnership. From creative ideation to on-site execution, our team is dedicated to delivering a bold, celebratory campaign that blends Sipsmith’s spirit and commitment to craftsmanship with the tradition and prestige of The Championships. We’re looking forward to one big splash this year!”
Amy Cockram, Global Senior Brand Manager at Sipsmith, said: “Fuse’s expertise and experience in creative activations, experiential events and PR makes it the perfect partner to help us celebrate our collaboration and capture the spirit of Sipsmith and the magic of The Championships. We’re excited for more truly unforgettable moments at the most prestigious global sporting event on the calendar this year.”
