Cycling beer "à BLOC" enters South Africa

Craft beer made for cyclists continues to expand

Amsterdam/Johannesburg (August 28, 2017)— à BLOC today announces that it has struck up a partnership in South Africa to launch its craft beer made for cyclists. This arrangement will make à BLOC’s Superprestige Natural Blonde Beer available to the vibrant South African cycling community. 

Craft Beer Made for Cyclists

à BLOC is made by cyclists for cyclists, and brings together two of the favourite worlds of its founders: cycling and craft beer. They blended these and put them in a bottle, creating à BLOC Superprestige Natural Blonde Beer. The recipe is designed to be the most refreshing post-ride beer you can have. It contains elements of a Pilsner, IPA and Hefeweizen, and the result is a great tasting crisp and refreshing, unfiltered and unpasteurised craft beer, rich in proteins and vitamin B. On top of that, they added Alpine Minerals for better rehydration, making à BLOC the perfect beer for after a ride.

 

à BLOC in South Africa

The local business is managed by Oscar Koster. Oscar is a Dutch national who has lived and worked in South Africa for over 20 years. He is a passionate cyclist who actively participates in both on and off road cycling events throughout the country on a regular basis. Oscar is a reformed mining engineer, holds a MBA from the Warwick Business school and has a proven track record to convert broad strategies into successful operations on the back of his extensive experience in the fields of general management, operations, marketing and commercial.

A key part of Oscar’s initial focus will be on brand activation and growing the distribution network in South Africa, and it is intended for à BLOC to be available at several cycling hotspots and online by mid-November. As from 1 November, à BLOC Superprestige Natural Blonde Beer will be available on-line through League of Beers. Thereafter it will be rolled out to several cycling hotspots.

Daan van Well, CEO and co-founder of à BLOC: "South Africa has a unique cycling community and is often cited as the MTB capital of the world. The country hosts some of the world's most legendary races, for road and mountain bike and gravel. Beers and braaivlees is an integral part of South African culture and matches perfectly with the spirit of à BLOC to celebrate cycling achievements with others. The craft beer industry in SA is experiencing double digit growth and the cycling scene in particular has a strong appreciation of quality craft brews. With Oscar on board, we cannot think of better conditions for the introduction of à BLOC to the South African market".

Oscar Koster, Directeur Sportif South Africa: “Cycling in South Africa is all about riding through our beautiful country under the warm African sun. Whether on or off road, you’re bound to work up a good thirst in the process. Post ride beers and war stories are an integral part of the South African cycling culture and à BLOC is the perfect companion for this. I am thrilled to be part of the international à BLOC peloton and afford South African cyclists the opportunity to become part of this world wide community of craft beer and cycling enthusiasts.”

 

After Europe and Australia, the launch in South Africa marks the third continent for à BLOC.

 

About à BLOC

Craft Beer Made for Cyclists

à BLOC brings together two of our favourite worlds: cycling and craft beer. We blended these and put them in a bottle, creating à BLOC Superprestige Natural Blonde Beer. The recipe has been designed to be the most refreshing post-ride beer you can have. It contains elements of a Pilsner, IPA and Hefeweizen, and the result is a great tasting crisp and refreshing, unfiltered and unpasteurised craft beer, rich in proteins and vitamin B. On top of that, we added Alpine Minerals making à BLOC the perfect beer for after a ride.

We’re both local and global. We created the recipe with our master brewer in The Netherlands, and we work with craft brewers around the world to brew locally with the best ingredients. This enables us to brew our beer close to the cycling communities we serve around the world, making for a better quality beer and reducing transport. We sell online and we want to work with local bike couriers to deliver the beers. It’s a win-win for everyone, and better for our planet!

More about the beer at www.abloc.beer

We Share The Ride

à BLOC is more than just a beer. Our goal is to unite cyclists around the world and celebrate the beauty of cycling. We believe that performances and challenging each other are some of life’s greatest experiences. Through them, friendships are forged, especially in cycling. We ride hard, but we wait on the top of the climb to return together. So we can share our stories in good company. And with a great beer!

We created the wesharetheride.com platform to inspire cyclists and facilitate them going with friends to do what we like best: riding our bikes and discovering awesome places. So we’re not just selling beer, we’re creating a worldwide community of like-minded, passionate cyclists.

More about our community at www.wesharetheride.com