Eisberg, the UK’s leading alcohol-free wine brand, have today renewed their commitment to supporting the Women’s Tour, the UK’s leading professional women’s cycle race.

The deal will see Eisberg extend their relationship as the official alcohol-free wine partner for the Tour of Britain (Sunday 5 – 12 September) and the Women’s Tour (Monday 4 – Saturday 9 October). The brand will also continue as the official sprints competition partner of both Tours for a fourth successive edition of each race. Competitors who win the Eisberg sprints competition will be presented with the Eisberg sprints jersey.

The partnership began in the 2016 Tour of Britain when Eisberg presented the overall leader’s jersey, won in memorable fashion by Steve Cummings.

Since then, Eisberg have gone on to become synonymous with the intermediate sprints in both the Tour of Britain and the Women’s Tour, with the winner receiving a distinctive red jersey. Previous winners of the Eisberg sprints jerseys include Coryn Rivera (2018 and 2019), and Christine Majerus (2017).

Under the partnership, VIP hospitality guests at the start and finish of all six stages of the Women’s Tour will be able to enjoy Eisberg’s range of alcohol-free wines, which includes Chardonnay, Sauvignon Blanc, Rosé, Cabernet Sauvignon, Merlot, Sparkling Rosé and Sparkling Blanc.

Suffolk Sprints QoM Women's Tour

Photo: Coryn Rivera (right) en route to winning the Eisberg sprints competition in the 2018 Women’s Tour

In quotes

Dan Harwood, Eisberg Key Account Manager for UK and Ireland, said: “We’re delighted to be partnering with the Tour of Britain and the Women’s Tour this year, which are the most anticipated cycling events in the UK.

“By becoming the official alcohol-free wine partner of the events, we have an unrivalled platform to convey that having a more moderate, healthy lifestyle doesn’t mean missing out on the premium taste of wine or forfeiting the fun of social events.

“Whether someone is eliminating alcohol completely, or having one or two alcohol-free days a week to spend more time on the bike, Eisberg provides a great alternative for those who still want the small luxury of having a glass of wine.”

Miles Rose, Commercial Director for race organisers SweetSpot added: “After a one-year hiatus as a result of the pandemic, we’re thrilled that the biggest dates in the UK cycling calendar will go ahead in 2021.

“And we’re delighted that the Tour of Britain and the Women’s Tour will be sponsored by Eisberg, a brand that is committed to finding great tasting alternatives for people who are looking to abstain from alcohol or reduce how much they drink to accommodate their lifestyle choices.

“With the world’s top riders coming to Britain for this year’s race, we’re anticipating some exciting battles for the coveted Eisberg sprints jersey.”