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Tour de France-inspired tipple from Great Newsome Brewery is official beer of this weekend's Heart of the Wolds Sportive ...

A Yorkshire brewery has been inspired by next year’s Grand Départ of the Tour de France in the region by launching a new beer called Maillot Jaune – and all cyclists completing the Heart of the Wolds sportive this weekend will get a chance to sample it.

The beer, which has a low alcohol content, has been launched by Great Newsome Brewery, based in Winestead, East Yorkshire, reports the Hull Daily Mail.

The brewer’s founder and managing director, Matthew Hodgson, said: "Tour de France riders would often stop off for a quick beer alongside the route in days gone by, and while we don't expect next year's riders to halt for a tipple of our ale, we are hoping the beer proves popular with all types of cycle enthusiasts."

James Harper, whose company Harper Creative helped develop the beer, the logo of which features Bradley Wiggins wearing the yellow jersey with the Yorkshire Wolds in the background, said it was aimed to find fans both among cyclists and real ale lovers.

"Great Newsome Brewery has created a wonderful light ale with a hint of citrus and a low alcohol content which I'm sure will make it popular for cyclists in need of a bit of refreshment after a ride," he said.

Danny Richardson, manager of the Great Western Bell Hotel in Driffield, remarked: "The pump clip is really distinctive and has been attracting lots of attention.

"People who have tried it say they really like its light fruity flavour."

Phil Hoskins, organiser of the Heart of the Wolds sportive, which is based in Driffield this year has a sell-out entry of 600 riders, added: "Cycle sportives are becoming increasingly popular but we really want to make our event different from the rest, and having an official event ale, and one with such a cycling theme, will do this.

"We are also delighted we have managed to involve two innovative East Yorkshire companies in this project.

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.

14 comments

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mikeprytherch [223 posts] 2 years ago
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"low alcohol content" in Yorkshire, are they mad !

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The Rumpo Kid [589 posts] 2 years ago
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Nice idea, but isn't "Maillot Jaune" a registered trade mark of the TdF/ASO? Just hope they have permission.

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pdows47 [101 posts] 2 years ago
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I wouldn't have thought so, surely it just means yellow shirt, and therefore isn't covered by IP laws. I could be wrong, but I'd be surprised if it was IP protected

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bazzargh [150 posts] 2 years ago
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The logo features 'a rider'? I think you'll find that's a fairly obvious photoshop of this picture of Bradley Wiggins by Stephane Mahe:

http://cdn.theatlantic.com/static/infocus/tdf072312/s_t01_RTR34VHU.jpg

The UCI has a trademark on the rainbow bands, but its field of use restrictions don't cover beer:
http://www.ipo.gov.uk/tmcase/Results/23/WE00001032330?legacySearch=False

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mad_scot_rider [581 posts] 2 years ago
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Besides anything, trademarks are specific to product areas - provided there is no risk of consumer confusion, say for example if the TdF has it's own beverage offerings with same/similar name - then trademark does not apply

The one risk would be an accusation of "passing off" - that is of making it seem like this is an official TdF product

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philly [38 posts] 2 years ago
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nice to see people being positive, supportive and encouraging... http://road.cc/sites/all/modules/smileys/packs/Yahoo!/thinking.gif

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The Rumpo Kid [589 posts] 2 years ago
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mad_scot_rider wrote:

Besides anything, trademarks are specific to product areas - provided there is no risk of consumer confusion, say for example if the TdF has it's own beverage offerings with same/similar name - then trademark does not apply

The one risk would be an accusation of "passing off" - that is of making it seem like this is an official TdF product

And that's the point! The name (and it is a trademark), the picture of the cyclist, and the product launch at a time when Yorkshire and the TdF are linked, could give the impression that this is an officially endorsed product. I just hope the brewery are aware of this.

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Simon_MacMichael [2443 posts] 2 years ago
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As others have said, maillot jaune may not be a trademark of ASO... but a bit of Googling reveals there's already a maillot jaune beer...

http://www.ratebeer.com/beer/livery-barrel-aged-maillot-jaune/89522/

ps Cheers bazzargh, was wondering who the rider was...  3

(Found pic after writing the article)

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mingmong [254 posts] 2 years ago
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As a proud Yorkshireman, I'll still be drinking Adams Broadside  19

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HughATA [26 posts] 2 years ago
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Brains did a beer called Peloton a couple of years back. Wasn't a great pint, but I appreciated the thinking behind it!

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TurboJoe [69 posts] 2 years ago
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Any chance it'll make its way daahn saarf?

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gummo [19 posts] 2 years ago
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How can I try this in the USA?

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KiwiMike [1074 posts] 2 years ago
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So it's basically a Radler? http://en.m.wikipedia.org/wiki/Radler

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mustard [72 posts] 2 years ago
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KiwiMike wrote:

So it's basically a Radler? http://en.m.wikipedia.org/wiki/Radler

I don't think so, i think the citrus will come from hops rather than diluting with lemonade - known as a shandy in these parts.

As an aside Fosters (Heineken UK) are launching a radler this year. http://fosters.co.uk/radler a whole 2%! :o