- 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.
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