The 15-strong team will transport the cask of Le Peloton by cycling relay style between the Cardiff brewery and the White Lion Royal Hotel in Bala.
A team of 15 from Welsh brewer and pub operator S.A Brain and Co Ltd are set to cycle a cask of their current seasonal ale, Le Peloton, 150 miles from Cardiff to Bala.
They will set off at 1pm on Thursday 3 July and finish 24 hours later – the day before the start of the Tour de France.
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’.”
Summer of cycling
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 1 July.
The Le Peloton bike ride is 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.
Dobson 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.”
You can follow the bike’s progress on Twitter: @brainsbrewery #LePeloton