Robinsons Barley Water, synonymous with the Wimbledon Championships since 1928 and one of the great tournaments’ most enduring traditions, is all set to take up its pre-eminent position on the Umpires chairs again this year thanks to a new five year sponsorship deal that Robinsons has signed with the All England Club.

As the Official Still Soft Drink to the Wimbledon Championships, Robinsons Barley Water will be making its 61st appearance on Centre Court in 2001, and unlike any of the other tournament favourites, it is guaranteed to make it through to every final.

The history of the drinks association with Wimbledon is a fascinating one. Originally the refreshing beverage was mixed by one WE Smedley Hodgson, a medical representative of the company, in the men’s dressing room in 1928. It was made up of Robinsons Patent Barley and fresh lemon juice, together with ice and sugar. When it came onto the market as a bottled Robinsons Lemon Barley Water in 1934, it was quickly introduced courtside, immediately found favour with the players, and was adored by Fred Perry. It has been enjoyed by seven decades of tennis players ever since.

Robinsons Barley Water remains one of the most enduring traditions of Wimbledon, right up there with strawberries and cream. It is testimony to the affection the company has for its long and cherished association with the Wimbledon Championships that it has negotiated a contract that together with new branding and presentation rights ensures that Robinsons remain inextricably linked with Wimbledon.

Andrew Marsden, Category Marketing Director, Britvic Soft Drinks, ‘Wimbledon and Robinsons have a heritage and history unrivalled in sport – an association lasting more than 70 years. We are pleased and proud that together with the All England Club we have given that association a fresh impetus for the new millennium’.

For further information, contact:

Iain Sheldon/Jon Birrell @ SBI 020 7559 2858
e-mail@: iain.sheldon@sbi.co.uk or jon.birrell@sbi.co.uk