Gin brand Sipsmith is celebrating its continued status as the official gin partner of the Wimbledon Championships with a new omnichannel campaign.

Developed in collaboration with creative agency Atomic London, the creative will aim to bring the tournament’s “unmistakable rituals” to life in Sipsmith’s “typically unconventional” style.

At its heart, the work looks to communicate the idea that Wimbledon is “more than a postcode”, showcasing how for two weeks every year the flagship tennis tournament dominates the “national mood”.

“Summer is a key moment for the gin category – people are out socialising more, and looking to elevate their drinking occasions throughout. We need to be front of mind, and Wimbledon gives us a standout way to do that,” said Amy Cockram, senior brand manager at Sipsmith.

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“As the only gin brand with an official partnership, we’re in a unique position to tap into one of the biggest cultural moments of the season. This campaign is about bringing that to life with charm and wit.”

With media planning and buying handled by Media Bounty, the campaign will run across print, social, digital and point-of-sale channels, with key executions including a series of 15-second films.

Louise Rudaizky, MD at Atomic London said: “With this campaign, we wanted Sipsmith to show up in a way that feels naturally part of British summer culture – a bit witty, a bit stylish, and unmistakably Wimbledon.

“It’s not just about being at the tournament, but capturing the mood that comes with it, wherever you are. We’ve taken those familiar tennis moments and given them a Sipsmith twist, creating something fun, crafted and full of character, just like the gin,” she added