The most popular alcohol-free beer in France is now an official Tour de France supplier. The agreement means spectators can look forward to fresh and fruity alcohol-free beer until 2025.
Since the launch in 2015 by French brewer Kronenbourg SAS, Tourtel Twist is today the number 1 alcohol-free beer in France. This year, the brand is an official supplier of one of the most popular sports events in France and the world, the Tour de France cycling race.
Tourtel Twist is a zero-alcohol beer mix combining the freshness of beer and the deliciousness of fruit juice without any colouring, sweeteners, or artificial flavouring. It holds one third of the alcohol-free beer market in France and have seen a volume growth of astonishing 23% in 2021.
From 2022, Tourtel Twist becomes Official Supplier of Tour de France, one of the most popular sports events in France and the world.
For the first year of this exclusive partnership, the brand makes the Tour shine thanks to a powerful push in supermarkets, in bars & restaurants, in the media and on the roads of the Tour.
“Tourtel Twist is very proud of this 3-year partnership which illustrates the exceptional development of the brand. It is a unique experience that allows it to increase its visibility within one of the most popular events taking place in France,” says Anders Roed, CEO of the Kronenbourg Group.
192 meters of fruitiness
No one says le Tour De France without thinking about the caravan! Two Tourtel Twist event vehicles will take the road to interact with the public while four distribution vehicles will give away refreshing cans of Tourtel Twist Lemon & Raspberry to spectators.
In total, 192 meters of fruit, colors and freshness will engage the 10 million people expected to hit the side of the roads.
Consumers and Tour de France fans will also meet the brand in TV ads in France as the only beer brand. All of this is part of the brand’s ambition to fuel for conviviality, making the agreement unprecedented match between one of the World’s greatest sporting events and France’s number 1 alcohol-free beer.
About Kronenbourg SAS
A French subsidiary of the Carlsberg Group since 2008 and a brewer in Alsace since 1664, Kronenbourg is the leading French brewer. 700 million liters of beer are produced per year in the largest brewery in France in Obernai (Bas-Rhin) and Kronenbourg hold 30% of the market through a diversified portfolio of brands: Kronenbourg, 1664, Grimbergen, Carlsberg, Skoll Tuborg, Tourtel Twist, and more.