à BLOC announces partnership with legendary Lincoln Grand Prix

Holland-based cycling beer brand to provide celebration bottles for the men & women’s elite race podiums

LONDON (May 4, 2017)— à BLOC has announced an exciting partnership with The Lincoln Grand Prix for 2017. They will provide à BLOC podium celebration bottles for the men and women’s elite race podiums on Sunday 14th may. à BLOC will be available at the opening event for the Lincoln Festival of Cycling, “An Evening with Ned Boulting” by Lincoln Bike Night, a one-off special evening with Ned Boulting, 16 year veteran broadcaster of the Tour de France, to open the Lincoln Festival of Cycling, culminating in the UK’s oldest elite race, The Lincoln Grand Prix.

“One of à BLOC's goals is to be where great cycling achievements are celebrated and stories are told,” said Daan van Well, Directeur Sportif/CEO and co-founder. “One of the greatest achievements in British Cycling’s calendar each year is for the winners of Great Britain’s oldest elite race. Being on the podium as well on the course be a wonderful way to continue to support the sport here and become a facet of the UK cycling community.”

A key component of the partnership is exposing the young and growing beer brand targeted at cyclists to 10,000 spectators, TV coverage with an audience reach of 43,000+ and a Facebook audience of over 20,000. Conversely, à BLOC’s growing international following will learn more about the Lincoln Grand Prix, its racers and the wonderful city of Lincoln.

“We’re very selective about partnering with brands for the Lincoln Grand Prix and Festival of Cycling”, shared Dan Ellmore, “the athletes and attendees during the weekend are truly representative of that makes British Cycling great and à BLOC gets that. Their beer will be a wonderful way to combine a reverence for the sport and a great means for spectators to bond all weekend”

à BLOC launched in the UK at the London Bike Show earlier this year and is growing its distribution in the United Kingdom. In addition to a growing list of cafes and bars that carry their beer, à BLOC also sells through http://www.alesbymail.co.uk/ across the United Kingdom.

About The Lincoln Grand Prix

Covering 13 laps and 102 miles around the historic parts of Lincoln, the Lincoln Grand Prix has been voted as the country’s favourite one-day cycle race both by the riders and the public. lincolngrandprix.co.uk For images of the race: womens & mens 2016 race.

About à BLOC

The goal of à BLOC is to unite cyclists around the world by celebrating cycling achievements and to create a worldwide cycling community of craft beer and cycling enthusiasts. à BLOC wants to be where cycling achievements are celebrated and stories are told, all around the world. To achieve that, they are developing a range of products, including our craft beer and mineral water, events and challenges.


For further information please contact:

Alistair Stirling, UK MD

e-mail: alistair.stirling@abloc.cc

+44 7870 160787

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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