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Cheltenham Cuts Capacity, Lowers Guinness Price, Restores Ladies Day for 2026 Festival

The Jockey Club set out value-focused changes after a season review prompted by falling Festival crowds.

Overview

  • Draft beer, including Guinness, drops 30p to £7.50 across all 16 racedays in 2025/26, with prosecco added and minor spirit reductions.
  • Daily attendance for the 2026 Festival is capped at 66,000 after feedback on overcrowding and flow on and off the course.
  • All remaining on-course drinking restrictions are lifted following a successful trial that also boosted betting-ring turnover.
  • More than £1m has been invested in a new PA system, enhanced racecourse TV, improved car parking and refurbished bars, with a new covered food court planned.
  • Ticket discounts run for longer with early-bird prices available until December 4, the Room to Race accommodation scheme expands, Ladies Day returns on Wednesday, and the race programme remains under review for potential 2027 tweaks.