Award-winning craft beer brand JUBEL have been appointed as the Official Après Beer of the Tour of Britain, Women’s Tour and Tour Series, Britain’s leading procycling events.
JUBEL brew dangerously refreshing craft lager cut with fruit. Their beers pack the refreshment of a fruit cider with the sessionability of a crisp lager, and are vegan, gluten-free, and a sociable 4% ABV for easy-access. JUBEL will be available for hospitality guests at all three events in 2021, while JUBEL will also engage with fans at the Tour of Britain and Women’s Tour stage finishes where they will have a retail presence in the Tour Village.
To celebrate the partnership, JUBEL are giving away hospitality passes to this year’s Tour of Britain and Women’s Tour* to any cyclist who rides 365km – the length of the 2021 Tour of Britain’s opening two stages – between today and Thursday 30 June. Entrants simply need to sign up to the June Cycling Challenge on Strava and email apres@jubelbeer.com to enter.
Jesse Wilson, co-founder of JUBEL Beer, said: “JUBEL was born in an Après bar and we exist to bring Après to the everyday. Après is drinking to the before and making a moment out of the after. Après ski, sea, sport, adventure, work. We’re super stoked to be partnering with the Tours and are looking forward to bringing Après Cycling beers to the supporters, riders and teams throughout the events.”
“We are delighted to welcome JUBEL on board as partners to the Tours,” said the Tours’ Partnerships Director Jonathan Durling.
“The fact that JUBEL have chosen the Tour of Britain and our other events shows the platform that we offer brands looking to not only raise awareness of their products across the UK but also to directly engage our fans, either digitally or at the races themselves.”
This year’s Tour of Britain (Sunday 5 – Sunday 12 September) will take over 100 of the world’s best riders from Cornwall to Aberdeen. Both Wales and Scotland will host two stages of the event, while seven of the 12 start and finish venues announced to date – Penzance, Bodmin, Sherford, Warrington, Hawick, Stonehaven and Aberdeen – are new to the event.
Rescheduled for October owing to the COVID-19 pandemic, the seventh edition of the Women’s Tour will feature the race’s first-ever individual time trial, to be held in Atherstone, Warwickshire. The race, which forms a part of the prestigious UCI Women’s WorldTour, will also visit Oxfordshire and Walsall, before concluding in Felixstowe, Suffolk after two stages in the East of England.
Details of the Tour Series events taking place in August 2021 will be announced w/c 6 June.
With cycling enjoying a boom in the UK, and hundreds of thousands of new and returning cyclists taking to two wheels, there are a range of sponsorship opportunities available with the Tour of Britain and Women’s Tour. Packages range from title partnerships of the events to sponsorship of the prestigious points and sprints jerseys. For more information visit sweetspotgroup.co.uk/sponsorship-opportunities/
*One winner plus their guest will receive hospitality to the Tour of Britain or Women’s Tour stage of their choice.
–ENDS–
About Jubel
We discovered two things during some après antics at La Folie Douce. The first was Jubel – an après anthem that meant “a feeling of extreme joy”. The second was demi-pêche – a pint of lager with a peach top. This dangerously refreshing beer secret swiftly became the beer style we wanted to drink that no one brewed, so we sunk our savings into a trial brew that flew at a festival, and escaped our 9-5s to pioneer a new style of beer.
We brew three dangerously refreshing craft lagers cut with fruit. Jubel packs the refreshment of a fruit cider and sessionability of a crisp lager, and is vegan, gluten-free, and a sociable 4% ABV for easy-access.
We might be the new beer on the block but all three of our brews have already scooped up UK Country Winner in the World Beer Awards:
- Peach: A lively lager that packs a punch of fresh peaches.
- Grapefruit: A crisp lager with waves of juicy grapefruit.
- Elderflower: A laid back lager that floats with floral notes.
For further media information, please contact:
- Rosie Dailly, Brand Manager (07799 382 124 / rosie@jubelbeer.com)
Follow JUBEL online: @jubelbeer on social media and at jubelbeer.com.
About the Tour of Britain
Relaunched in 2004 after a five-year absence from the calendar, the Tour of Britain is British Cycling’s premier road cycling event, held annually across eight days in September.
The free-to-watch sporting spectacular features Olympic, world and Tour de France champions, and attracts a roadside audience of over 1.5m spectators. Live coverage of the race is shown daily in the UK on ITV4, in addition to around the world. The Tour of Britain is part of the UCI ProSeries, making it one of the most prestigious sporting events in the sport’s global calendar.
Follow the Tour of Britain on Twitter, Facebook and Instagram or via the event’s official website at tourofbritain.co.uk.
About the Women’s Tour
Created by SweetSpot Group in 2014, the Women’s Tour is the UK’s first international stage race for women, bringing the world’s top riders to compete in Great Britain as a part of the UCI Women’s WorldTour.
The race, which has been won by the likes of Marianne Vos (2014), Lizzie Deignan (2016, 2019) and Coryn Rivera (2018), attracts an annual roadside audience of 300,000, as well as over three million fans through linear and online platforms.
Follow the Women’s Tour on Twitter (#WomensTour), Facebook, and Instagram or via the event’s official website at womenstour.co.uk.
For further media information, please contact
- Peter Hodges (07970 526 519 / peterh@thetour.co.uk)
- Nick Bull (07977 151 184 / nickb@thetour.co.uk).