A Brains team of 15 are set to cycle a cask of their current seasonal ale, Le Peloton, 150 miles from Cardiff to Bala.
The team, who will cycle relay style, will set off from the Cardiff Brewery at 1pm on Thursday 3rd July and finish 24 hours later (the day before the Tour de France) at the White Lion Royal Hotel in Bala – having carried the cask in the specially adapted baker’s-bike-turned-brewer’s-bike.
Bill Dobson, head brewer at Brains and part of the cycling team, said: "We’re all keen cyclists but cycling 150 miles through some hilly parts of Wales, weighed down with a cask of our seasonal beer – Le Peloton - will be tough. We’ll be celebrating with a pint of Le Peloton when we reach the White Lion, plus we’ll be crowning one rider ‘King of the Mountains’.
Le Peloton was developed to celebrate the summer of cycling, which this year starts in Yorkshire. The beer is available in pubs throughout the UK, as well as Tesco stores throughout Wales, from July 1st.
The Le Peloton bike ride is also raising funds for Wooden Spoon, a charity supporting disadvantaged children and young people across the UK. The charity organises fundraising initiatives, spending money raised where it is most needed.
Bill added: "As a company we’ve been strong supporters of Wooden Spoon and this is another great opportunity to raise funds. We also hope it gets everyone in the cycling spirit and ready for the Tour de France."
To make a donation visit www.justgiving.com/BrainsLePeloton