The brand will also be the presenting sponsor of the yellow jersey at the 2016 event, which gets underway in Glasgow on Sunday September 4.

Halewood Wines & Spirits wine director Andrew Turner said: “Our market research revealed that there is a growing market of male consumers with an interest in alcohol-free alternatives and the Tour of Britain provides a great opportunity to engage this audience.

"Cycling events at all levels are happening across the UK, bringing with them a renewed interest in the sport and with an exciting calendar of events on the horizon, there’s never been a better time to be involved with the Tour of Britain,” said Turner.

As part of the partnership, VIP hospitality guests at all eight stages of the tour will be able to drink Eisberg’s range of alcohol-free wines which include a Chardonnay, Sauvignon Blanc, Rosé and Cabernet Sauvignon. The launch of sparkling Eisberg will coincides with the tour.

The yellow jersey presented by Eisberg will be awarded daily to the leading overall rider, and presented for the first time following the stage one Ffnish in Castle Douglas, Dumfries & Galloway on Sunday September 4.

Alastair Grant, commercial director for the Tour of Britain, said: “We are preparing to welcome the world’s top riders to Britain for this year’s race and there will once again be an exciting battle for the yellow jersey presented by Eisberg this September.”

Twenty teams will contest the 2016 Tour of Britain, including 10 of the sport’s top tier UCI World Tour teams who rode in the Tour de France this summer, plus the likes of Team Bradley Wiggins and a Great Britain national team.

Three-hours of live coverage will be broadcast from each stage of the Tour of Britain, with both ITV4 and the Bike Channel UK showing the race live, while ITV4 will also air a one-hour highlights programme each day.

Halewood says Eisberg is made in the same method as any still wine, the alcohol is removed using one of the world’s most advanced techniques. This process helps retain the character and flavours of the wine. The result is an alcohol free wine containing fewer than 0.05% alcohol, only 34 calories per 125ml glass and the ‘real’ flavour of international grape varieties such as Cabernet Sauvignon, Chardonnay and Sauvignon Blanc.

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