At a special event at London’s Olympic Velodrome, which had buyers and journalists hurtling around the race track on fixed wheel bikes, the brand unveiled a bike-specific promotion in the UK to celebrate the 102nd edition of the race.
The Concha y Toro-owned brand - the 10th ‘Most Admired Wine Brand’ according to a poll among Drinks International readers and subscribers, is giving away limited edition bicycle bells with 102,000 bottles of the brand’s Bicicleta wines.
Although the brand includes Merlot, Sauvignon Blanc, and Viognier, it is best known for its Pinot Noirs, both value-for-money, volume expressions and fine wine.
The Bicicleta Pinot Noir is the top selling Pinot Noir in the UK, according to IRI, Total Off Trade statistics for still wine for the year to March 28, 2015.
Cono Sur’s well known winemaker, Adolfo Hurtado, said: “We are so proud to be the official wine of Le Tour de France because at Cono Sur, we are obsessed with bikes.
“They have become a symbol that honours our employers who travel through the vineyards and these especially commissioned golden bells are to give thousands of Bicicleta wine drinkers something extra to remember while enjoying thee wises as well as this exciting sporting event.”