Cheltenham Festival cuts Guinness price to lure crowds

Cheltenham Festival organisers will cut the price of a pint of Guinness next year in a bid to bolster attendance after a decline in crowds this year. The festival drew 218,839 visitors this year, more than 11,000 fewer than the previous year, when a little under 230,000 attended. Wednesday’s turnout stood at 41,949, the lowest single-day figure in about 25 years, underscoring the crowd challenge officials have faced as costs for attending and enjoying the event have risen.

The price cut, from £7.80 to £7.50, will return Guinness to its 2022 level and is part of a broader effort to improve value for racegoers. Organisers say the move is meant to demonstrate responsiveness to fans’ concerns and to help make the festival a more accessible experience amid a challenging economic backdrop. Cheltenham chief executive Guy Lavender described the beer price decision as deliberate and purposeful, designed to signal a commitment to value without sacrificing the festival’s standards.

Explaining his decision, Lavender said: 'The price of a pint of Guinness is a peculiarly emotive issue for many people, but it's important. You can't benchmark it, Cheltenham is its own event but it was quite clear that this was something people cared about. Therefore, my view was that we ought to do something about. Rather than put their prices up, which I expect every other venue to do, I felt we should reduce those prices and carry those costs ourselves. That's a decision we've taken to implement for the whole of the season. If you look at other sports and events, I think there will be very few that are matching that price point. It's a deliberate, purposeful move towards delivering better value for racegoers. I hope it'll be well received.'

In addition to the price change, the festival has spent more than £1 million on upgrades aimed at improving the attendee experience. Work has focused on car parking areas and bars within the main grandstand to ease congestion and service quality ahead of the 2026 edition. Wednesday of next year’s festival has also been rebranded as Ladies' Day, and organizers have installed a new PA system and upgraded broadcasting facilities to enhance on-site and remote viewing.

Cheltenham chairman Lavender described the price of Guinness as a 'peculiarly emotive issue for people' and added: 'Cheltenham is the jewel in the crown of jump racing and we want racegoers to feel they are stepping into somewhere truly special from the moment that they arrive. The changes announced today mark another meaningful step forward, but it is always important to listen to your customers and evolve, and I can guarantee that there will be further changes for 2027.'

Cheltenham will go ahead next year on Tuesday, March 10, 2026.