Champagne Castelnau has signed a three-year deal with Tour de France in an attempt to raise their profile in France and the UK (its largest export market).
With two days left of the Tour, it is widely believed Bradley Wiggins will clinch the first British victory of the Tour.
Pascal Prudhomme, General Manager, of Champagne Castelnau said he hoped to mimic the success of Skoda in France since the car manufacturer became the official partner of the race nine years ago.
Champagne Castelnau is owned by one of the sparkling wine region’s largest cooperatives, the Coopérative Regionale des Vins de Champagne (CRVC).
Pascal added that he believed the new tie-up with the Tour would also be an encouragement for the growers, which supply grapes to the cooperative.
“It shows them that the brand is strong and we are investing in it,” he said.
Meanwhile, within France, Pascal said he expected the brand to benefit from the visibility among the VIPs present at corporate events running alongside the race, particularly the many guests and buyers from French supermarket chain Carrefour, which has sponsored the Tour’s polka dot jersey since 2009.
The tour has a long association with Champagne, not just due to the region’s regular appearance in the race, but also because of the wine’s historic use as a source of energy for the riders.
It is said that Maurice Garin, who won the first Tour de France in 1903, kept himself fuelled on a mixture of Champagne and coffee.