Grinders Coffee Roasters has extended its relationship with the Tour Down Under, announcing a new three-year major partnership with the South Australian cycling event.
“As every bike enthusiast will testify, coffee and cycling are the perfect marriage. There’s no surer sign of a great café than a lycra-clad flock enjoying a caffeine break and a brief respite from the saddle,” said Grinders Coffee’s State Manager George Haralabakis as pre-event festivities kicked off at the City of Adelaide Tour Village.
“We’re very excited to be on back board after our successful debut here last year. The event that has become a must-see for South Australians and cycling fans across the globe. It’s got a real energy around it and we’re up for seeing what we can do lift that buzz even further.”
More than 50,000 fans are expected to flock to the City of Adelaide Tour Village and thousands will line the six-stage, 1230-kilometre route, with millions expected to tune to watch the global digital coverage.
Those heading to the popular City of Adelaide Tour Village will be able to enjoy the coffee experience on offer at the Grinders Coffee activation site, including a trial of the new Grinders nitro coffee. Grinders expects the beverage to prove popular, given the record temperatures predicted for the event.
Those taking to the streets to support the world-class line up won’t miss out either, with the official tour website featuring a list of local cafés serving Grinders Coffee to help spectators get their fix along the race route.
The region’s best baristas will showcase their skills on Wednesday evening in the brand’s popular knockout latte art competition, in the hope of impressing top industry judges – and spectators – to take home the top prize of $1000.
Grinders says the Tour Down Under partnership is part of the brand’s commitment to building its reputation for quality, whilst celebrating fifty-plus years of proud Australian heritage.
The Santos Tour Down Under is the third major partnership in as many months. In November, Grinders was unveiled as official coffee partner of the Melbourne Cup Carnival, and in December, the premium coffee company became an official event supporter of the Sydney Hobart Yacht Race and assumed naming-rights sponsorship of the Grinders Coffee Solas Big Boat Challenge.
The 2019 Santos Tour Down Under will be broadcast on the channels of Seven with extensive coverage across Facebook, Twitter and Instagram.
For more information, visit www.grinderscoffee.com.auand www.tourdownunder.com.au, or follow #TourDownUnder on social media.