Guinness price cut aims to boost Cheltenham crowds as upgrades roll out

Cheltenham Festival organizers announced a price cut for a pint of Guinness next year, reducing the price from £7.80 to £7.50 in an effort to reverse a decline in attendance. The annual event drew 218,839 spectators this year, down from about 230,000 the year before. Wednesday’s crowd, 41,949, was the lowest for a single day in roughly 25 years.

Officials said the reduction is part of a broader focus on value and the overall race-day experience. Cheltenham chief executive Guy Lavender said the price of a pint is a highly emotive issue for punters, and that the festival would not follow a trend of price increases seen elsewhere. '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,' Lavender said. '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 pricing change, the festival will undergo site improvements this off-season, with more than £1 million spent on upgrades to car parking areas and bars in the main grandstand. The Wednesday program has been rebranded as Ladies’ Day for next year, along with a new PA system and improvements to broadcasting facilities designed to heighten on-site and remote viewing. Lavender described the changes as a step toward making Cheltenham feel special from the moment attendees arrive. '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.'

The festival is scheduled to start on Tuesday, March 10, next year.