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Strawberry Smash, announced yesterday, marks the brand’s partnership with the Wimbledon Lawn Tennis Championship tennis tournament, using the same type of strawberries as those served at the tennis tournament. The fruit-flavoured gin is the second in the ‘Sipping Series’ line-up, following a Chili and Lime variant released last May.

In September, Beam secured a sponsorship arrangement for Sipsmith with Wimbledon, joining a raft of other beverage brands including Danone‘s Evian bottled water and Diageo‘s Pimm’s.

“This year, with Sipsmith becoming the ‘official gin partner’ of Wimbledon, we felt it was quite right to harness the taste of British summertime and use last year’s Championships strawberries to make this year’s champion gin,” said Sipsmith’s master distiller Jared Brown.

In January, the company announced plans to add nine of its spirits brands, including Scotch whiskies Auchentoshan and Glen Garioch to its ongoing distribution agreement with Alcobrands in Belgium and Luxembourg.

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