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Tutiac, the official, albeit low-profile wine of the Tour de France

By Vitisphere July 01, 2021
Tutiac, the official, albeit low-profile wine of the Tour de France
The partnership is not only designed to raise awareness of Tutiac wines and give them shelf stand-out in France, it also allows the winery to develop its export positioning. - crédit photo : Vignerons de Tutiac
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ldquo;Tutiac has become the official wine of the Tour de France”, states a press release issued by the Bordeaux co-operative. After clinching a sponsorship deal for the next three years with the organisers of the famous bike race, Amaury Sport Organisation (ASO), the winery will be in the limelight starting with the 2021 event, from 26 June to 18 July. Limelight is perhaps an overstatement, however, because “the Loi Evin forbids alcoholic beverage brands from being associated with a sporting event”, explains Bordeaux’s leading co-operative group, which has 500 member winegrowers and produces 40 million bottles a year.

During the race, Tutiac wines will be served to Tour de France teams at fringe events, but the winery plans to more openly display its sponsorship in retail outlets through “quarter boxes, arches and yellow bottle stickers replicating the colours of the Tour de France”. ASO hosts similar events worldwide where the stage winner’s Yellow Jersey will sport the Tutiac logo, without contravening the Loi Evin on the twenty or so ‘Stages by Le Tour de France’ hosted in countries such as Australia, Brazil, Canada, Cyprus, Russia, Switzerland and Thailand.

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