Alcohol-Free Wine Brand Eisberg Enters Three-Year Partnership With Tour Of Britain

Alcohol-free wine brand Eisberg has agreed to a three-year partnership "to become the Official Wine Partner for the Tour of Britain," according to Kim Benjamin of EVENT MAGAZINE. 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." Fans attending stage finishes "will also be able to raise a toast along with the stage winners." The brand will "also be the presenting sponsor for the iconic Yellow Jersey" at the '16 event, which gets underway in Glasgow on Sept. 4. Some 20 teams will contest the 2016 Tour of Britain, "including 10 of the sport’s top tier UCI WorldTour teams who rode in the Tour de France this Summer, as well as the likes of Team Wiggins and a Great Britain national team." Other activations from wine brands "include Barefoot Wine's 'tattoo' parlour and Tesco Finest's pop-up wine bar in Soho" (EVENT MAGAZINE, 8/17).