The alcohol-free wine brand will support the UK’s biggest professional cycle race and it will also be the presenting sponsor for the Yellow Jersey at the 2016 event, which gets underway in Glasgow on 4 September.
Andrew Turner, director of wine at brand owner Halewood Wines & Spirits, 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.
"Cycling events at all levels are happening across the UK, bringing with them a renewed interest in the sport and with an exciting calendar of events on the horizon, there’s never been a better time to be involved 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 and Cabernet Sauvignon.
Commenting on the partnership, Alastair Grant, Commercial Director for the Tour of Britain said; “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.”
Three-hours of live coverage will be broadcast from each stage of the Tour of Britain, with both ITV4 and the BIKE Channel UK showing the race live, while ITV4 will also air a one-hour highlights programme each day.