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Cono Sur to take centre stage when the Tour de France comes to the UK in 2014

Published:  24 February, 2014

Chilean winery, Vina Cono Sur, has signed a deal with the Tour de France 2014 to be the solo wine sponsor for the first three stages of the race that are all taking place in the UK.

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Cono Sur hopes to use the link up to help promote its Bicicleta range of wines in the UK with a number of different promotional activities leading up to and during the race. This will include the use of the Tour de France branding on the wine label as well as sampling opportunities and the chance to have branding around the race and at the finishing line.

The first three stages will see the Tour travel from Leeds to Harrogate, York to Sheffield, and Cambridge to London as part of what are known as the Grand Départ set of races prior to the Tour moving to its traditional home in France. Over six million people are expected to attend the first three stages in the UK.

Clare Griffiths Cono Sur's marketing director UK said: "We are very excited about supporting Le Tour in 2014. Cono Sur is already performing well in the market, showing 33.8% year on year growth, and this sponsorship will help to further accelerate our growth plans, demonstrating to our customers that we are serious about building our brands in the UK, and engage with wine consumers by increasing awareness and engagement."

Christian Prudhomme, director of the Tour de France, said: "It is great to announce these new supporters of the Grand Départ. The UK is now the centre of world cycling due to the recent success on the road as well as the track. The Grand Départ 2007 in London was a massive success; I've no doubt the crowds will be even bigger in Yorkshire, Cambridge and London than in 2007, which is why we are so excited to return to the UK in July."