Eisberg will be the Tour of Britains official wine for the next three years

Eisberg will be the Tour of Britain's official wine for the next three years

Halewood Wines & Spirits has secured a three-year partnership for its Eisberg alcohol-free wine brand with the Tour of Britain cycle race.

The company, which also owns the Crabbie's Alcoholic Ginger Beer and Lambrini brands, said earlier today that Eisberg will be the official wine partner of the week-long tour. The brand will also be the presenting sponsor of the yellow jersey.

Financial details behind the tie-up were not disclosed.

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"Our market research revealed that there is a growing market of male consumers with an interest in alcohol-free alternatives," said Halewood's director of wine, Andrew Turner. "The Tour of Britain provides a great opportunity to engage this audience."

Starting in Glasgow on 4 September, the eight-stage race concludes in London.

The Eisberg range comprises a Chardonnay, Sauvignon Blanc, Rose and Cabernet Sauvignon.

Earlier this year, wine growers in France threatened to blockade the Tour de France in protest at the race's sponsorship deal with Concha y Toro's Chilean wine brand, Cono Sur.

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