Eisberg renews as partner of Tour of Britain
27 Aug 2021
Eisberg, the UK’s leading alcohol-free wine brand, will celebrate five years of partnership with Britain’s biggest professional cycle race, the Tour of Britain, after renewing their commitment to supporting the event, which takes place 5 to 12 September and comes through the county on Friday 10 September.
The deal will see Eisberg extend their relationship as the official alcohol-free wine partner for the Tour of Britain, and The Women’s Tour, which takes place from 4 to 9 October.
The brand will also continue as the official sprints competition partner of both Tours for a fourth successive edition of each race. Competitors who win the Eisberg Sprints Competition will be presented with the Eisberg Sprints Jersey.
The partnership began in the 2016 Tour of Britain when Eisberg presented the overall leader’s jersey, won in memorable fashion by Steve Cummings.
Since then, Eisberg have gone on to become synonymous with the intermediate Sprints in both the Tour of Britain and The Women’s Tour, with the winner receiving a distinctive red jersey. Previous winners of the Eisberg Sprints jerseys include Rory Townsend (2019), Coryn Rivera (2018 and 2019), and Christine Majerus (2017).
Under the partnership, VIP Hospitality guests at the start and finish of all eight stages of the Tour of Britain will be able to enjoy Eisberg’s range of alcohol-free wines, which includes Chardonnay, Sauvignon Blanc, Rosé, Cabernet Sauvignon, Merlot, Sparkling Rosé and Sparkling Blanc.
Dan Harwood, Eisberg Key Account Manager for UK and Ireland, said: “We’re delighted to be partnering with the Tour of Britain and The Women’s Tour this year, which are the most anticipated cycling events in the UK.
“By becoming the official alcohol-free wine partner of the events, we have an unrivalled platform to convey that having a more moderate, healthy lifestyle doesn’t mean missing out on the premium taste of wine or forfeiting the fun of social events.
“Whether someone is eliminating alcohol completely, or having one or two alcohol-free days a week to spend more time on the bike, Eisberg provides a great alternative for those who still want the small luxury of having a glass of wine.”
After a year’s absence, the 17th Tour of Britain will begin in Cornwall for the first time, taking some of the world’s most acclaimed cyclists - such as Mark Cavendish and Wout van Aert - from Penzance to Aberdeen.
The Women’s Tour, which was established in 2014 and is a part of the UCI Women’s WorldTour, will see competitors race from Bicester to Felixstowe across six stages this October.
Miles Rose, Commercial Director for race organisers SweetSpot added: “After a one-year hiatus as a result of the pandemic, we’re thrilled that the biggest dates in the UK cycling calendar will go ahead in 2021.
“And we’re delighted that the Tour of Britain and The Women’s Tour will be sponsored by Eisberg, a brand that is committed to finding great tasting alternatives for people who are looking to abstain from alcohol or reduce how much they drink to accommodate their lifestyle choices.
“With the world’s top riders coming to Britain for this year’s race, we’re anticipating some exciting battles for the coveted Eisberg Sprints Jersey.”
The Tour of Britain and The Women’s Tour will both be broadcast by ITV4 in the UK and around the world in over 150 territories.