A Masterclass in Authentic Club Branding

I went to Royal Worlington and Newmarket Golf Club hunting for a cocktail. What I found was something far more valuable; a lesson in how authentic club values create legendary traditions.
The Pink Jug isn't just a drink. It's a masterclass in branding that every GM and CEO should study.

The cocktail that started it all

Let me set the scene. It was 1934, and club members John Morrison and James "Boxer" Cannon were hosting a house party. The usual spirits had run dry, so they started mixing whatever was left; Pimms No 1, brandy, Benedictine, and Champagne. They served it in a cranberry glass pitcher to hide the unusual colour.

Nearly 90 years later, that improvised cocktail has become the defining symbol of arguably Britain's best kept golfing secret.

The recipe is beautifully simple:

1 bottle of Champagne (or Prosecco)
1 measure of Pimms No 1
1 measure of brandy
1 measure of Benedictine
Ice and a slice of lemon

It has all the hallmarks of a great 1930s cocktail; not too much sugar, no citrus overload, and served in that distinctive vessel. But here's what makes it special...

Why this cocktail conquered golf culture

Speaking with Mark Allcorn, the Secretary at Royal Worlington, something clicked. He told me the club is "very comfortable in their own skin" and I got the impression they prefer to uphold traditional values and don't wish to be trendsetters; simply because they're very comfortable with who they are. There's something extremely magnetic about that quiet self-confidence.

That's when I realised what makes the Pink Jug so extraordinary.

It's been allowed to just be.

Think about it. How many clubs, hospitality businesses, and businesses generally desperately chase their own signature serve? Royal Worlington has stayed true to values laid down in the 1890s; member-focused, quality-driven, and utterly unpretentious.

The Pink Jug flourished because it wasn't manufactured. It wasn't a marketing creation. It grew organically from genuine club culture.

The Cambridge connection

The club's association with Cambridge University added a deeper dimension to the Pink Jug's legacy. The annual CUGC selection dinner is a pivotal evening in the university's golfing calendar; a celebration that has marked the start of each new season for over a century.

Barry, the Club Steward, explained how the Pink Jug has quietly woven itself into the fabric of these occasions. While menus change from year to year, reflecting different tastes and times, the Pink Jug remains beautifully constant. It's not the main event of the evening, but rather the perfect backdrop; a tradition that connects each new generation of Cambridge golfers to those who came before.

There's something really cool about that continuity. I can see how a drink that has graced these celebrations for generations becomes more than just a cocktail; it becomes a thread in the club's living history.

But here's what strikes me most; even with this prestigious university connection, the club has never overplayed their hand. The Pink Jug simply exists as part of the experience, woven naturally into the club's story rather than being thrust into the spotlight.

My tasting notes

When I finally tried it, the Pink Jug surprised me. Less boozy than expected, almost fluffy from the Champagne's gentle carbonation. The Benedictine and Pimms hit first, with the brandy providing a warming finish.

It's genuinely delicious. I'd happily serve it at home.

There's something incredibly romantic about receiving your cocktail through an old serving hatch rather than a traditional bar. Sitting on that patio, overlooking the 18th green in sleepy Suffolk... Context is everything.

The beautiful irony

Today, the Pink Jug adorns everything from ties to pin flags, T-shirts to belts. It's become a sub-logo that attracts golfers from around the globe.

Here's the beautiful irony: if marketing is what you say about yourself, but branding is what people say about you in your absence, the Pink Jug has become a masterpiece of branding through integrity.

The Pink Jug works because it has:

Authentic origins with a great story
Consistent quality that hasn't been compromised
Club values that protect its integrity
Natural evolution rather than forced promotion

The lesson for every club

Here's what every GM and CEO needs to understand...

You can't manufacture a Pink Jug. You can't committee-create club culture. You can't fake authenticity.

But you can create the conditions where these things flourish:

Stay true to your values. Royal Worlington has been member-focused for 130 years. Their North Star hasn't shifted.

Quality over quantity. They'd rather do fewer things exceptionally well than chase every trend.

Be comfortable in your own skin. Not every club needs to be everything to everyone.

Let traditions breathe. Don't overanalyse, over-promote, or over-think what's working.

**Why it matters**

In a world where we're all rushing to modernise and differentiate, we often forget that authenticity trumps innovation every time.
Members don't want manufactured experiences. They want genuine ones.
The Pink Jug succeeds because it feels at home at Royal Worlington.
It's part of the fabric, not stuck on as decoration.

My recommendation

Visit Royal Worlington. Not just for the Pink Jug (though it's delicious), but for the experience.

Watch how a club operates when it truly knows itself. See how traditions flourish when they're nurtured, not exploited.

It's a bygone era in the best possible way. You have to "get it" to love it, but if you do... you absolutely will.

And maybe, just maybe, you'll return to your own club with fresh eyes. Looking not for what you can add, but for what authentic traditions you might already have; traditions worth protecting and nurturing rather than marketing to death.

The Pink Jug isn't just a cocktail. It's proof that when you get your values right, everything else follows.

If you'd like to discuss how authentic traditions can strengthen your club's identity, I'd love to hear from you. Sometimes the best F&B strategies aren't about adding more; they're about doing less, better.