EISBERG GEARS UP FOR 2018 CYCLING SEASON
Eisberg, the UK’s best-selling alcohol free wine brand, has ramped up support for the 2018 season by joining Canyon Bicycles in sponsoring a UCI Continental Cycling Team.
The newly rebranded Canyon Eisberg team will operate a 14-man roster throughout the 2018 season, retaining nine riders from last season.
2017 saw Eisberg extend support for cycling through Sprints jersey sponsorships of The Matrix Fitness Grand Prix, The OVO Energy Women’s Tour and The OVO Energy Tour of Britain, in addition to the sponsorship of the Leaders jersey in The Tour Series Men’s event.
Andrew Turner, Director of Wine at brand-owning Halewood Wine & Spirits says: “Eisberg is continually looking at ways to extend its cycling sponsorship and focus.
“Canyon Bicycles vision and passion was exactly what we were looking for. This was further enforced by the belief and relevance in the product. We wanted to raise the profile of our brand but in a positive and authentic way.
“The team exceeded all expectations and therefore extending our level of sponsorship was an obvious and natural next step. We are excited to see how the team progresses in 2018.”
This move followed brand research that identified an increased interest towards alcohol free alternatives amongst men under-35, who are health conscious and active.
“Backing such a high profile series of events gives us access and the ability to engage the demographic who we knew were interested in quality alcohol free alternatives” adds Andrew Turner.
Tim Elverson, Sports Director for Canyon Eisberg, says: “I thank Eisberg for joining Canyon as new title partners, with Maxxis, Brother, Hunt and Fenwick’s for all increasing their support. We also have continued backing from Salice, Sidi and Yellow Jersey, which is vital in keeping the stability of the team.”
Research has identified that the alcohol free wine category has increased by £1.7 million (Nielsen 52 weeks to 20/05/2017), with Eisberg leading the way with a 60 per cent market share (Nielsen 52 weeks to 20/05/2017).