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Etixx – Quick-Step Launches Its Own Beer

Not sure how Mother Against Drunk Cyclists will feel about this (is there even such a group?), but the Belgian cycling squad, Etixx – Quick Step, has announced the launch of its own beer – called De Bie Vélo.

According to Etixx, the beer is described as a “traditional, light and flavorful beer” by the team, and will be distributed by Etixx through its fanclub, for VIPs at races as well as being available online via the WorldTour team’s shop.

While beer may not constitute a worthy part of a cyclist’s diet, the whole beer culture has nevertheless established some kind of an affinity with the cycling culture. Particularly, with the Belgian cyclocross scene.  

Still, Etixx insists that its beer is a healthy departure from other brands, and members of the team enjoy it regularly. To wit:

“It is possible to have a healthy beer.” “We brew with natural quality products and not with chemical products.”

“There is a good sweet-bitter balance [to the beer].” 

“The beer tastes fruity and has a malty aftertaste. The spicy notes of star anise, coriander and sage are the finishing touch. Both men and women will love this beer. It is a very tasty and hearty alcohol in percentage terms, but still has good drinkability.”

Hmm, instead of the UCI making random checks to ensure that teams are not using “mechanized” bikes in competition, perhaps conducting field sobriety checks at various feed zones would be time better spent.  😉 

Brewery De Bie and Etixx – Quick-Step launch ‘De Bie Vélo’

Brewery De Bie in Wakken and cycling team Etixx – Quick-Step are launching a new beer as part of a partnership. ‘De Bie Vélo’ is a traditional, light and flavourful beer especially for cycling and team fans!

“It is possible to have a healthy beer. We brew with natural quality products and not with chemical products,” tells Nicolas Tjoen of Brouwerij De Bie.

“Etixx – Quick-Step is a cycling team that stands out for success and innovation. But we never forget our Belgian roots and our traditions. We feel that quality and passion is what binds De Bie and Etixx – Quick-Step.” says CEO Patrick Lefevere.

Taste of victory

‘De Bie Vélo’ is a blond triple with 8% alcohol. “The beer has a special flavour”, says beer expert Robbie Defraeye. “There is a good sweet-bitter balance. The beer tastes fruity and has a malty aftertaste. The spicy notes of star anise, coriander and sage are the finishing touch. Both men and women will love this beer. It is a very tasty and hearty alcohol in percentage terms, but still has good drinkability. “

Beer for the fans

‘De Bie Vélo’ is a beer for the fans, a beer for winners by a team of winners. “The beer will be available in our fanclub, for the VIPS during the races and as a special gift package in the online fanshop of Etixx – Quick-Step”, says commercial director Marnix Drysdale. “We are looking forward to serving the ‘De Bie Vélo.”

 

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