WHARFEDALE Brewery, in collaboration with fellow Ilkley business Fat Lad at the Back today announced a unique marketing partnership which will see their flagship beer Wharfedale Blonde rebranded as “King o’t Mountains Blonde” in time for the Tour de France’s Grand Depart.
The King of the Mountains (KoM) is the title given to the best climber over a series of stages in the Tour de France during which the leader wears a distinctive polka dot jersey, as illustrated by professional artist and cycling enthusiast, David Stead in his design of the co-branded pump clip and promotional beer bottle.
The newly named beer will be officially unveiled at a special beer festival at the Flying Duck in Church Street which is due to showcase real ales from 20 breweries on the Yorkshire Tour route starting the first week in July.
Online retailer, Fat Lad At The Back, which designs and manufactures cyclewear to fit and flatter the average sized and larger man and woman, was established last year by husband and wife team Richard and Lynn Bye after Richard became fed up of never being able to find good quality comfortable sportswear in his size.
In a little over seven months of trading, Fat Lad at the Back, or FLAB for short, almost 14,000 people have bought their jerseys and their new venture has attracted national media interest including an interview with Richard on ITV which is to be broadcast across the TV giant’s network as part of a series of special reports in the run up to the Yorkhire Tour.
Speaking about their alliance with the brewery, Managing Director Richard, who describes his is role as the ‘Fat Lad In Charge’ , told the Ilkley Gazette "We're really thrilled to be partnering with Wharfedale Brewery with the King O T' Mountains beer.
Wharfedale beers are stocked by pubs all across the dale around the route of Le Tour and it's great to know that likeminded cyclists will be able to enjoy one of our special pints whilst following what will be one of the best ever first stages of the Tour de France".
Wharfedale’s Marketing Director, Jonathan Shepherd added: “We are always looking to foster new relationships and as a fledgling business ourselves, it’s great to be working alongside another exciting new venture in "Fat Lad At The Back". Wharfedale Blonde has fast become one of the most popular beers in this part of Yorkshire and I am sure this co-brand for the Grand Depart will capture the imagination of the public.”
Meanwhile, just seven months after opening its own doors, the Flying Duck is to feature in Welcome To Yorkshire’s 2014 Ale Trail which is being produced next month after being voted one of the county’s favourite 30 pubs in an online poll at Yorkshire.com.