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The Tour of Britain partners with alcohol-free wine brand

Published:  18 August, 2016

Booze-free wine alternative, Eisberg, have signed a three-year partnership to become the official wine partner for the UK's biggest professional cycle race.

The alcohol-free brand will also be the presenting sponsor for the iconic Yellow Jersey at the 2016 Tour of Britain event, which starts in Glasgow on September 4.

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.

As part of the partnership, VIP guests at all eight stages of the Tour of Britain will be able to try Eisberg's range of alcohol-free range which include a Chardonnay, Sauvignon Blanc, Rose and Cabernet Sauvignon.

"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," Alastair Grant, commercial director for the Tour of Britain said.

According to Eisberg, they are the UK's number one brand of non-alcoholic wine.

The wine is made in the same method as any still wine, with the alcohol being removed using techniques which help retain the character and flavours of the wine.

As a result, the wine contains a trace of 0.05% alcohol, and has a reduced calorie count of 34 calories per 125ml glass.

Liverpool-based Halewood Wines & Spirits own the Eisberg Alcohol-Free Wine brand as part of a portfolio which also includes Crabbie's Alcoholic Ginger Beer, and Lambrini.