Tour Of Britain Partners With Eisberg
Eisberg, alcohol-free wine brand, has agreed a three-year partnership to become the official wine partner for the Tour of Britain, the UK’s professional cycle race.
The brand will also be the presenting sponsor for the Yellow Jersey at the 2016 event, which gets underway in Glasgow on Sunday 4th September.
As part of the partnership, VIP hospitality guests at all eight stages of the Tour of Britain will be able to enjoy Eisberg’s range of alcohol-free wines. Eisburg will also offer fans attending stage finishes access to its new sparkling wine, set for launch in September.
The Yellow Jersey presented by Eisberg Alcohol-Free Wine will be awarded daily to the leading overall rider, and presented for the first time following the Stage One Finish in Castle Douglas, Dumfries & Galloway.
Andrew Turner, director of Wine at Halewood Wines & Spirits, who own the brand, commented: “Our market research revealed that there is a growing market of male consumers with an interest in alcohol-free alternatives and the Tour of Britain provides a great opportunity to engage this audience. Whether you’re cutting down to spend more time on the bike, or simply taking two to three nights off alcohol each week, Eisberg provides a great alternative for those who still want to be part of the occasion.
“Cycling events at all levels are happening across the UK, bringing with them a renewed interest in the sport and with an exciting calendar of events on the horizon, there’s never been a better time to be involved with the Tour of Britain.”
Commenting on the partnership, Alastair Grant, commercial director, Tour of Britain said: “We are delighted to welcome Eisberg Alcohol-Free Wine as partners for the Tour of Britain. We are preparing to welcome the world’s top riders to Britain for this year’s race and there will once again be an exciting battle for the Yellow Jersey presented by Eisberg this September.”
The Yellow Jersey presented by Eisberg will be produced by Dare2b, the official apparel partner of the Tour of Britain.
Image: ©Getty Images
