Sales of Pimm’s Shot Up 97% in UK to Celebrate Jubilee Weekend

Britons bought a lot of booze to celebrate the Queen’s Platinum Jubilee—and a four-day weekend. Grocery store chain Waitrose Ltd. said Pimm’s was their biggest selling line last week ahead of the festivities, with the sales of the quintessential British gin-based liquor up a whooping 97% year on year. It’s the cocktail of choice for the Wimbledon Tennis Tournament, too, more than 300,000 glasses are served to spectators ever year.

Sales of nostalgic treat Swiss Rolls were up 130%—and scones, cream and jam were also in hot demand with cream teas clearly a center point of many parties. Other top performers included Buckingham Palace gin (£40) that is made with handpicked botanicals from the Royal Palace.