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 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.
Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.