London gin brand Sipsmith has appointed sport and entertainment marketing agency Fuse as its agency for partnership consultancy and activation.

As part of the deal the pair have launched Top Seed Gin to celebrate the fifth year of the gin firm’s collaboration with Wimbledon.

The limited-edition recipe uses Wimbledon Centre Court grass seeds as one of its botanicals.

Danielle Barwick, group director at Fuse, said: “We’re thrilled to be partnering with Sipsmith to work on this iconic Wimbledon partnership.”

”From creative ideation to on-site execution, our team is dedicated to delivering a bold, celebratory campaign that blends Sipsmith’s spirit and commitment to craftsmanship with the tradition and prestige of The Championships,” she added.

Fuse crafted the concept for the gin, including a launch event hosted by former tennis player Sue Barker.

Tennis fans can request a secret serve at the Pergola Bar, where they will be given an off-menu cocktail, The Top Seed. The drink is made with cloudy apple juice, elderflower cordial, supasawa, and soda and comes with a bag of Wimbledon seeds.

It will also be available to consumers who sign up for Sipsmith’s Sipping Society.

Amy Cockram, global senior brand manager at Sipsmith, said: “Fuse’s expertise and experience in creative activations, experiential events and PR makes it the perfect partner to help us celebrate our collaboration and capture the spirit of Sipsmith and the magic of The Championships.”