Distell has signed a three year sponsorship deal with Team Dimension Data Qhubeka

Distell has signed a three year sponsorship deal with Team Dimension Data Qhubeka

Distell has confirmed a sponsorship deal with Tour de France competitors Team Dimension Data Qhubeka through its Nederburg brand.

The team will represent Africa in the 2016 Tour. To leverage the three-year sponsorship deal, Nederburg is to invest in a series of UK activities, including wine and cycling experiences and competitions. 

The brand will also see a packaging revamp and sampling at events including London Bike Fair. 

International marketing manager at Distell, Sarah Gandy, said: "The sponsorship will allow us to connect the cycling consumer with Nederburg and tell a global story on a regional platform around a premium sport."

In December, Terlato Wine Group and Distell Group strengthened their tie-up in the US, with several of the South African company's wine brands joining its spirits range in Terlato's offering in the country.