Heart of the Wolds
Event: 27 April 2014
Riders on this year’s Heart of the Wolds Cycle Sportive (Sunday April 27th) will be getting into the Tour de France spirit as well as enjoying a tipple with a complimentary bottle of a Tour inspired beer, Maillot Jaune.
The beer, which takes its name from the legendary jersey worn by the Tour’s race leader, is brewed locally in East Yorkshire by Great Newsome Brewery.
“We brewed the beer for last year’s event and it proved so popular with riders afterwards, that this year we decided to put it into bottles so that they could enjoy it at their leisure at home,” said Great Newsome’s Matthew Hodgson. “It’s a light ale with a hint of citrus and low alcohol content which makes it perfect for refreshing cyclists after a long ride.”
Event Organiser Philip Haskins from Wolds Events said that the initiative was all part of the mounting excitement at the Tour coming to Yorkshire in July.
“This will be the biggest thing to ever hit cycling in Yorkshire and we wanted to get into the spirit of things by offering riders of our sportive a little memento both of their ride and a reminder of the bigger event which is to come.”
The pump clip and label for the beer have been designed by another East Yorkshire company, Harper Creative and shows a sideburned cyclist in a yellow jersey whizzing across a distinctly ‘Wolds like’ landscape. Managing Director James Harper is a regular cyclist and says that cycling and beer are a perfect match. “While we wouldn’t recommend drinking before a ride, there’s nothing quite like a pint of decent ale at the end. It really finishes the ride on the right note.”
For more information about the sportive or to register see www.woldssportive.co.uk