To celebrate Prudential RideLondon 2017, taking place today and tomorrow, Amstel has enlisted the help of cycling superstar and Olympian Mark Cavendish to open the world’s first ever ‘ice-bath pub’, where cyclists can rest their weary legs in cold tubs while enjoying a cold, refreshing Amstel Bier.
Inspired by the popularity of ice baths among athletes, Amstel says its Amstel Cold Tub Pub is a “unique form of post-cycling recovery and all-round bonding experience for guests”.
The beer brand has been inviting cycling enthusiasts and those who take part in Prudential RideLondon-Surrey 100 are invited to banish their muscle burn by stepping into a custom-built cold tub filled to the brim with ice-cold water. Once they have taken the plunge, visitors will be offered an equally cold Amstel Bier to enjoy.
Visitors to the Amstel Cold Tub Pub can stay in the cold tubs for up to 10 minutes, after which they can continue to relax and recover on normal pub seating, admiring the array of cycling memorabilia adorning the pub’s walls, and watching Prudential RideLondon on the pub’s TVs with fellow finishers.
Open over the Prudential RideLondon weekend, today, Saturday 29th July and tomorrow, Sunday 30th July, the Amstel Cold Tub Pub has been created as part of Amstel’s ‘Ride Together’ partnership with Prudential RideLondon.
It is located on London’s Pall Mall, close to The Mall, where RideLondon finishes, making it the ideal spot for cyclists to begin post-event recovery and relaxation.
Mark Cavendish comments: “The benefits of ice baths as a recovery aid following an intensive day of exercise are well known. On the back of what will no doubt be a gruelling 100-mile Prudential RideLondon-Surrey 100, I am sure the riders will be extremely happy to know that they can be rewarded with an ice bath as well a nice cold Amstel at the finishing line!”
Ifeoma Dozie, Brand Director at Amstel, adds: “Our ‘Ride Together’ partnership with Prudential RideLondon is all about bringing cycling fans together through unique and memorable team cycling experiences. The Amstel Cold Tub Pub is just that: a one-of-a-kind form of post-cycling recovery and refreshment for groups of riders. What better way of continuing the team bonding experience after crossing the finish line than by taking the plunge into a tub of ice water while toasting team cycling success with an Amstel?”
Amstel is owned by Heineken, which employs around 2,000 people in the UK. In addition to being Britain’s leading cider and beer business, Heineken owns 1,049 pubs through its Star Pubs & Bars business. In addition to Amstel, its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Birra Moretti and Old Mout backed by a full range of niche and speciality brands.
Last month Amstel appointed Mark Cavendish as the coach of a unique eight-man amateur cycling team of people, all with the name Mark Cavendish. Team Cavendish consisted of everyday people actually born to the name Mark Cavendish as well as cycling fans who demonstrated the extent of their love for the decorated Olympian by legally changing their names by deed poll to take part.
During their Prudential RideLondon boot camp with Mark Cavendish, the team of namesakes were given invaluable advice and tips to take into the iconic Prudential RideLondon. The transformation of the amateur team into a cycling squad ready to take on the challenge can be viewed on Amstel’s YouTube channel.