Cono Sur spins into 2015 campaign

Cono Sur, the official wine of Le Tour de France in the UK, used the Olympic Velodrome in London to launch its 2015 marketing campaign, along with a specially-made bicycle bell which will feature on 102,000 bottles of its Bicicleta wines.

Press and Cono Sur customers took to the cycle track – officially the world’s fastest – in the company of two times Tour de France winner Bernard Thévénet to mark the launch last week.

Each of the Bicicleta Pinot Noir, Merlot, Sauvignon Blanc and Viognier wines will give a nod to the sport with a unique bell attached to the bottle, providing a “fun and memorable standout for the wines on shelf” according to Cono Sur.

The range of Bicicleta golden bicycle bell wines are on sale from mid-June in selected supermarkets and independent stores nationwide.

The marketing campaign will also include a series of radio advertisements featuring the famous Queen song Bicycle Race across leading stations during June and July 2015.

Cono Sur chief winemaker Adolfo Hurtado on the Olympic Velodrome track (Photo: Cono Sur)

The producer’s chief winemaker, Adolfo Hurtado, explained that the bicycle is “a symbol that honours our employees who travel on bikes through the vineyards.”

“These specially commissioned golden bells are to give thousands of Bicicleta wine drinkers something extra to remember whilst enjoying these great wines as well as this exciting sporting event,” he said.

Pictured below at the velodrome (post track racing antics) are Bernard Thévénet (left) and Cono Sur Chief winemaker Adolfo Hurtado.