Eisberg, the UK’s best-selling alcohol-free wine brand, has ramped up its marketing efforts for the year ahead by joining Canyon Bicycles in sponsoring a UCI Continental Cycling Team.

Last year, Eisberg extended its support of cycling by sponsoring events such as The Matrix Fitness Grand Prix, The OVO Energy Women’s Tour and The OVO Energy Tour of Britain.

Andrew Turner, director of wine at Halewood Wine & Spirits said: ”Eisberg is continually looking at ways to extend its cycling sponsorship and focus.

“Canyon Bicycles vision and passion was exactly what we were looking for. This was further enforced by the belief and relevance in the product. We wanted to raise the profile of our brand but in a positive and authentic way.

“The team exceeded all expectations and therefore extending our level of sponsorship was an obvious and natural next step. We are excited to see how the team progresses in 2018.”

The Eisberg brand is trying to appeal to men under-35 with the new sponsorship. The company’s research shows this demographic is interested in alcohol-free wine because they are both health conscious and active.

Tim Elverson, sports director for Canyon Eisberg, said: “I thank Eisberg for joining Canyon as new title partners, with Maxxis, Brother, Hunt and Fenwick’s for all increasing their support. We also have continued backing from Salice, Sidi and Yellow Jersey, which is vital in keeping the stability of the team.”

The Eisberg alcohol-free wine range, featuring recently re-designed packaging, is available to the convenience channel (rrp £3.50 for still, rrp £4 for sparkling).