Visitors checking out the bikes and cycling equipment at the Cycle Show, will now be able to quench their thirst between activities thanks to Cotswolds-based organic beer producer, Stroud Brewery, which is supporting the show.
The UK show is held on 13-15 September 2019, at the NEC Birmingham.
The new Official Beer Sponsor of The Cycle Show – Stroud Brewery will sell its range of organic craft beers and lagers as well as showcasing old school bar games, creating a hub of entertainment at the show’s Handle Bar.
The beer firm will also offer free sampling at its stand, as well as official branded merchandise.
The brewery’s taproom is already a popular post-ride hangout among Britain’s road cyclists and mountain bikers, who drop by after long rides in the Cotswolds for a hard-earned beer.
“Our canal-side tap room at the brewery is the perfect base for keen cyclists wanting to explore the Cotswolds,” said Greg Pilley, Managing Director of Stroud Brewery. “After all, there’s nothing more rewarding than a pint of organic beer and a wood-fired pizza at the end of a long day out on the bike! We are delighted to form part of what is set to be a really special event and are very much looking forward to sharing our delicious beers with visitors.”
“Having Stroud Brewery at the show will really contribute to the relaxed, convivial atmosphere for which The Cycle Show is well-known,” added Karen Dodd, the show’s Marketing Manager.
The brewery commits to an environmentally-friendly approach when it comes to making its beer, preferring to source its produce locally, manufacture bottles that are 30% lighter than the standard beer bottle, and ensuring that spent hops are composted for a more cyclical production process.
Other show highlights this year include the display of the bike used by Tour de France winner Egan Bernal, the ‘lightest e-bike in the world’ made by British brand Ribble, and an array of speakers from the world of cycling. These include Graeme Obree – aka ‘The Flying Scotsman’ – and former Team Sky rider Phillip Deignan.