Cono Sur, which has a ‘Bicicleta’ range of wines, will be using the tie up to promote the wines in the UK and the Netherlands and Belgium.
The company says last year’s sponsorship of Le Grand Départ – the opening three stages of the Tour in the UK - helped Cono Sur to achieve almost 100% growth year-on-year overall.
According to the latest UK off trade sales data (IRI, total off trade still wine 52 weeks to Jan 3 2015) Chilean Pinot Noir has outsold New Zealand in both value in volume.
Cono Sur claims in terms of wines varietaly labelled Pinot Noir, Chile has also outsold France over the same period, with Cono Sur the major driver for that growth. Cono Sur Bicicleta Pinot Noir was the top selling Pinot Noir sku in 2014 in the UK.
The tour gets underway on July 4 2015.
Marketing manager for Cono Sur, Dan Featherstone said: “We’re obsessed with bikes, so it made absolute sense to build on this relationship with the most famous cycling event in the world.”
Tour de France facts:
• The Tour de France is the world’s largest annual sporting event
• The 2015 race starts in Utrecht, Holland on 4 July 2015 and finishes in Paris on 26 July.
• It covers approximately 3,350 kms
• A television audience of more than 3 billion people watch the Tour de France every year