Alcohol-free wine brand Eisberg is continuing to support the Tour of Britain cycling race following the success of last year’s sponsorship, and will again be handing out free samples at the event’s venues around the country.

Eisberg will extend its support with Tour of Britain to include links with The Matrix Fitness Grand Prix, The OVO Energy Women’s Tour, and The OVO Energy Tour of Britain, as well as a sponsorship of the Leaders jersey in The Tour Series men’s event, which kicked off in May.

Andrew Turner, Director of Wine for Halewood Wines & Spirits, says that the brand’s decision to support the race resulted from a consumer shift towards buying alcohol-free alternatives to suit their healthier lifestyles.

Last year’s race included a sampling campaign that introduced more than 10,000 people to Eisberg’s range across an eight-day period, which the brand claims increased sales by 40% year on year.

Andrew Turner observed: “It’s going to be a great summer of cycling and Eisberg will be there every step of the way. On the tour last year, cyclists told us they were starting to moderate their alcohol intake for health and fitness reasons, so we’ll be sampling at every race so fans can toast the action with the UK’s number one alcohol free wine.”

Alastair Grant, commercial director of sports events and marketing company SweetSpot Group, which runs the Tour of Britain and the other events Eisberg is getting involved with, added: “We are thrilled Eisberg viewed their partnership with The Tour of Britain 2016 in such a positive light that they have chosen to expand their involvement to encompass our other properties.”