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Cono Sur Bicicleta launches Miquel Indurain-inspired limited edition

Published:  14 June, 2017

Cono Sur Bicicleta Pinot Noir is marking its status as the official wine of Le Tour de France with a limited edition range.

The labels on the bottles, designed by acclaimed cycling artist Eliza Southwood, celebrate the feats of Miguel Indurain who won the Tour de France five consecutive times in the 1990s, in addition to being a nod to the bicycles which are used by workers throughout Cono Sur’s vineyards in Chile.

Designed to "unite the wines and the riders" participating in the 2017 sporting event, the limited edition bottles were focused on an “inspired by greatness” theme, said brand manager James Hick.

“Bikes are an integral part of the Cono Sur story, thanks to the workers in Chimbarongo in Chile who pick the grapes travelling around the vineyards by bike and it's fantastic for us to capture the moment when Miguel Indurain took the initiative in one of the great Tour stages.”

Rolling out into the off-trade from this week, brand-owner Concha y Toro will be hoping the launch further boost sales of the Pinot Noir, of which it sold 1.27 million cases in the UK in the past year – representing YOY value growth of 16% (IRI 52 w/e to 22 April, 2017.

This year’s Tour de France – the 104th - kicks off on 1st July and will be the third consecutive year with Cono Sur Bicicleta as the official wine.