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Cheltenham Cuts Guinness Price, Caps Festival Crowds at 66,000 in Value Drive

Management says it will absorb costs to signal better value across 2025/26 fixtures.

Overview

  • A pint of Guinness drops to £7.50—the 2022 level—across all 16 racedays this season and the 2026 Festival.
  • The 2026 Festival’s daily capacity falls from 68,500 to 66,000 to reduce overcrowding after racegoer feedback.
  • Restrictions on where alcohol can be taken are scrapped, following a Tattersalls trial that on-course bookmakers say boosted turnover.
  • More than £1 million has been spent on customer upgrades, including improved car parking, refurbished grandstand bars, a new PA system and better racecourse TV.
  • Ticket prices stay frozen for a second year with early-bird rates from £47 available until December 4, and Wednesday returns as Ladies’ Day for the first time since 2019.