Cornwall-based Sharp's Brewery, best known for its Doom Bar cask ale, will be heading to the Cycle Show once again at Birmingham's NEC from September 26-28 - and this year, they'll be bringing their new Doom Bar Airstream to help lubricate thirsty punters, as well as introducing a cyling challenge with great prizes on offer.
The Atlantic Roller Racing rig allows four riders to race against each other at the same time, either in a head to head format or as a Devil Takes The Hindmost race, and it makes its debut at the show.
On the Saturday afternoon, cycling clubs from across the UK are invited to enter four riders into the inaugural Atlantic Roller Racing challenge. Just 16 teams will take part, but there are still places available and a great first prize on offer.
The winning team will get a weekend in the Cornish town of Rock, where Sharp's is based, plus dinner including drinks at Nathan Outlaw's Mariners Rock as well as a ride with Yanto Barker of Team Raleigh, one of Britain's top domestic riders.
Head over here to get your club entered. Don't forget that road.cc readers get a discount on tickets for the show. To book tickets for £11.50 instead of the usual £13.00, enter the code RCC when prompted here.
Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.