USA: Texas' #1 Specialty Beer teams up with America's premier Cycling Event
Shiner Beers, well-known for its award-winning family of authentic, handcraft specialty brews, has been named the beer of choice for the 2006 Ford Tour de Georgia, North America's premier professional cycling event and rolling festival. The partnership complements Shiner's long-standing association with the sport of cycling that includes the brand's homegrown Shiner B.A.S.H. (Bike Austin-San Antonio-Houston) event and its support of the Lance Armstrong Foundation.
The 4th annual Ford Tour de Georgia is now the top-ranked cycling stage race in North America, sanctioned by the Union Cycliste International and USA Cycling. The 6-day, 6-stage race will begin in Augusta, Ga., on Tuesday, April 18 and culminate 600-plus miles of racing with its grand finale in Alpharetta, Ga., on Sunday, April 23. The 2006 route revisits Macon, Fayetteville, Rome, Dalton, Dahlonega, Blairsville, and Brasstown Bald Mountain as host cities for its official start and finish lines. New host cities for 2006 include Chickamauga and Cumming, as well as Chattanooga, Tennessee.
"Shiner has a well-established relationship with the cycling community here in our home state of Texas, and we are proud to add the Ford Tour de Georgia," said Shamus Hanlon, Shiner's Brand Group Director of Marketing. "This partnership fits perfectly into Shiner's history and tradition of supporting cycling at the local level, where it matters most. We are extremely pleased to have this partnership opportunity with the Ford Tour de Georgia. It's a premier cycling event in every sense."
Shiner Beers and General Wholesale Beer Company, which distributes Shiner in Georgia, will each donate a portion of proceeds from every case sold in the state during the month of April. Monies will go to the Georgia Cancer Coalition (GCC), the Ford Tour de Georgia's official beneficiary. The Coalition is a statewide network of people and organizations working together to fight cancer. Howard Young, President of General Wholesale Beer Company, is a three and half year pancreatic cancer survivor. In celebration of his successful fight against cancer, funds raised by the two organizations will be earmarked for pancreatic cancer research.
"The Ford Tour de Georgia welcomes Shiner Beers as a Tour Patron this year. The statewide sponsorship activation that Shiner Beers has planned is significant for our event and our beneficiary the Georgia Cancer Coalition. We applaud their support for the Coalition," said Chris Aronhalt, managing partner of Medalist Sports, the sports agency licensed to operate the Ford Tour de Georgia.
Shiner will also provide the Grand Peloton, a fundraising component of the Ford Tour de Georgia, with Shiner cycling jerseys and free entries into the 2006 Shiner B.A.S.H. cycling event in Texas for the top five fundraisers. In addition, Shiner merchandise will be offered at the Live Healthy Georgia Expo. Shiner will promote the Ford Tour de Georgia at retail with custom point-of-sale materials and produce local Ford Tour de Georgia pint glasses to be used in Georgia bars and restaurants.
The Spoetzl Brewery is Texas' oldest independent brewery® and boasts a world-class reputation. The historic "little brewery" offers four year-round brews and two highly popular seasonal beers. The Spoetzl Brewery brews Shiner Bock®, an American-style Bock beer that is Texas' #1 selling specialty beer and the nation's #4 selling specialty beer; Shiner Blonde, a Bohemian-inspired golden lager brewed from the original Shiner recipe just as it was in 1909; Shiner Hefeweizen, a bottle and keg-conditioned, unfiltered Bavarian-style wheat beer brewed with orange and lemon peels and pure Texas clover honey; Shiner Dunkelweizen, a Bavarian-style dark wheat winter seasonal beer and Shiner's most critically acclaimed brew; Shiner Kolsch, a German-style Kolsch (summer seasonal) bier fashioned after the legendary Kolsch-style biers of Cologne, Germany; and Shiner Light, a full-flavored amber light beer. During the past two years, Shiner beers have won 13 awards at major beer competitions, including the Great American Beer Festival and the World Beer Cup.
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