Eisberg enters three-year partnership with the Tour of Britain

Alcohol-free wine brand Eisberg has agreed a three-year partnership to become the Official Wine Partner for the Tour of Britain, the UK's biggest professional cycle race.

Eisberg: teaming up with the Tour of Britain
Eisberg: teaming up with the Tour of Britain

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, which include a Chardonnay, Sauvignon Blanc, Rose and Cabernet Sauvignon. Fans attending stage finishes will also be able to raise a toast along with the stage winners as they celebrate on podiums across the nation with Eisberg’s new sparkling wine, set to launch in September. The brand will also be the presenting sponsor for the iconic Yellow Jersey at the 2016 event, which gets underway in Glasgow on 4 September.

Andrew Turner, director of wine at Halewood Wines & Spirits, which owns the brand said: "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."

Commenting on the partnership, Alastair Grant, commercial director for the Tour of Britain added: "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."

Some 20 teams will contest the 2016 Tour of Britain, including 10 of the sport’s top tier UCI WorldTour teams who rode in the Tour de France this Summer, as well as the likes of Team Wiggins and a Great Britain national team.

Other activations from wine brands include Barefoot Wine's 'tattoo' parlour and Tesco Finest's pop-up wine bar in Soho.

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