Pure Blonde signs on as major partner of 2014 Santos Tour Down Under

Pure Blonde Premium Lager has signed on as a major partner of the 2014 Santos Tour Down Under.

The announcement:

Pure Blonde Premium Lager, Australia’s #1 low carb beer, has signed on as a major partner of the 2014 Santos Tour Down Under.

The summer of 2014 heralds a new and exciting chapter for Pure Blonde, announcing for the first time its role as the official beer of the finish line at the Santos Tour Down Under and naming rights sponsor of the penultimate fifth stage from McLaren Vale to Willunga on Saturday 25 January.

Events South Australia General Manager Hitaf Rasheed welcomed the announcement of Pure Blonde as a sponsor.

“All eyes are on Adelaide in January for the Santos Tour Down Under, the first UCI WorldTour race of the season, so we are thrilled to have the support from Pure Blonde,” Ms Rasheed said.

“Pure Blonde Stage 5 is always a crowd favourite as we see the peloton tackle Willunga Hill on two occasions and race alongside the beautiful Fleurieu coastline.”

Ms Rasheed said the atmosphere and excitement surrounding Pure Blonde Stage 5 was phenomenal when Australian cyclist Simon Gerrans claimed victory on Willunga Hill in 2013.

“Dual Ochre Jersey winner Simon Gerrans likened the atmosphere and crowds on Willunga Hill to a mountain climb at the Tour de France so it is a fantastic stage for Pure Blonde to sponsor,” Ms Rasheed said.

Pure Blonde Stage 5 will see the peloton race 151.5 kilometres from McLaren Vale to Willunga including two ŠKODA King of the Mountain climbs on Willunga Hill and two Adam Internet sprints at Snapper Point.

Pure Blonde is proud to sign on as the official beer of the Santos Tour Down Under.

Pure Blonde Marketing Manager Alastair McCausland said, “We are looking forward to welcoming the world’s best cyclists and all cycling fans to Adelaide this January with an icy cold Pure Blonde.

“As the number 1 low carb beer, Pure Blonde is the perfect post-race beer and will be the official beer of the finish line.

“As cyclists ourselves, we know how many Aussie drinkers love nothing more than donning their Lycra and hitting their favourite weekend ride before meeting up at the pub afterwards for a few Pure Blondes, so there is no better event to bring this to life on a grand scale than the Santos Tour Down Under.

“Whether you’re riding in the Bupa Challenge Tour, lining Willunga Hill on Pure Blonde Stage 5, or relaxing at the end of each day at an official finish line party, Pure Blonde is the perfect way to celebrate all that the Santos Tour Down Under has to offer.

“We have also developed a consumer promotion with a bit of a twist – the Pure Blonde ‘Beer or the Gear’ promotion – giving punters the chance to win some of the best cycling gear…or a year’s supply of Pure Blonde beer.”

Spectators and competitors will be able to enjoy a cold Pure Blonde in the festival village each day and at each of the official finish line parties, including The Stirling Hotel (BikeExchange.com.au Stage 2), the Willunga Hotel (Pure Blonde Stage 5) and the Stag Hotel (Be Safe Be Seen MAC Stage 6).

Check www.pureblonde.com for full after party details.

Source: Liquid Ideas media release


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