Pimm’s and English wine sales leap

UK supermarket Waitrose has noted a surge in sales for Pimm’s, strawberries and English wine thanks to what it calls the “Wimbledon effect”.

A heatwave, the start of Wimbledon fortnight and the fact that around five Brits remain in contention in SW19 have all contributed to boosting sales of indubitably British fare.

Waitrose reported that sales of Pimm’s jumped 25% on the previous week and sales of English wine were up 107% while sales of rosé had shot up 130%.

Sales of strawberries are up 11% year-on-year and cream is up 9% on the previous week too.

Waitrose’s fruit buyer, Amy Lance, said: “Strawberries and cream go hand in hand with Wimbledon and it’s our busiest time of year for these quintessentially British food heroes.

“Thanks to the hot weather we’re set to see at SW19 this week, we’re expecting this trend to continue, with customers making the most of the sunshine, stocking up on British berries, cream, Pimm’s and English wine.”