- The 2026 Cheltenham Festival has introduced significant changes, including lowering pint prices and reducing daily capacity, in an effort to attract back punters.
- Pint prices for Guinness have been cut by 30p to £7.50, reverting to 2022 levels, and daily capacity has been be reduced from 68,500 to 66,000.
- Additional improvements include the removal of drinks restrictions across the racecourse, refurbished bars, a new covered food court, and the introduction of prosecco as a cheaper alternative to champagne.
- The second day of the Festival will revert to its traditional name, “Ladies' Day”, after being promoted as “Style Wednesday” since 2019.
- These measures aim to address a steady decline in attendance since 2022, with chief executive Guy Lavender stating the changes are an evolution to enhance value for money and the overall customer experience.
IN FULL
Cheltenham Festival to drop pint prices and lower capacity after criticism
