Pimms’ Cider Cup aims to bring back British summer traditions

Pimm’s Cider Cup is launching a bid to reinvigorate the quintessentially British game of croquet, in the year in which both the sport and the brand celebrate their 165th anniversary.

The brand are concerned that croquet, among a number of other traditional British summer pass times are losing their appeal, with more than half (57%) of 18 to 34 year olds believing that croquet is in fact a fried potato roll.

While the noble game used to be more popular with Brits than tennis in the mid-19^th century, the survey suggests the joy of the classic sport is being lost on successive generations. While more than a third (35%) of over 55s have played, the figure for 25 to 34-year-olds is 22% and for 18 to 24s it is just 19%.

And in an attempt to halt this decline, Pimm’s Cider Cup has issued a rallying cry to the British public to embrace one of the quirks that make British summers so special by reinvigorating the game of croquet. To take the game away from the manicured lawns of Britain’s stately homes and on to more unexpected pastures, while staying true to the long-established rules of the game, the drinks brand has launched the Pimm’s Cider Extreme Croquet Cup.

A series of matches has been played on the downhill slopes of The White Cliffs of Dover, a rocking boat deck on The Thames and at jaw-dropping heights at The View from the Shard, in a year that sees croquet and Pimm’s celebrate their 165^th anniversaries.

“This year marks 165 years since my great-great-grandfather invented croquet and – amazingly – 165 years since Pimm’s was first produced too. Back then, croquet was one of the most popular British sports, and I’m so pleased to be involved in encouraging more of the public to try it out,” said Joe Jaques –the great-great-grandson of the founder of modern croquet, John Jaques.

From Monday 25 July 2016, the public will be able to book a game at the UK’s Highest Croquet Lawn at The View from the Shard – 800ft above the streets of London.