Concha y Toros Cono Sur Bicicleta labels will support the brands Tour de France sponsorship

Concha y Toro's Cono Sur Bicicleta labels will support the brand's Tour de France sponsorship

Concha y Toro will roll out cycling-themed labels across its Cono Sur Bicicleta range this summer as it looks to maximise its association with Le Tour de France 2016. 

The Chilean wine firm secured a deal to make its brand the "official" wine of cycling's Tour de France until 2017. The Bicicleta range will feature specially-commissioned labels depicting the scenery of the cycle race. 

A spokesperson for Concha y Toro told just-drinks that the new labels will feature in territories where Cono Sur has a partnership agreement with Le Tour, including the UK, Ireland, Estonia, Columbia and Chile.

The labels were designed by artist Eliza Southwood. 

"We were looking for a way to build on the buzz which has grown up around our involvement with the Tour de France and cycling in general," said Dan Featherstone, marketing manager for Cono Sur in the UK. "The imagery evokes the scenery of the great cycle races, but also the Chilean landscapes where the grapes are grown - a nice parallel."

Earlier this year, growers in the south-west of France threatened to block the cycle race when it visits the region this Summer in protest of a Chilean wine sponsor.

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