cono sur

Chilean wine brand Cono Sur has launched seven limited edition labels for its Bicicleta range to celebrate its partnership with the Tour de France.

Created by artist Eliza Southwood, the labels picture a cycling race in a Chilean landscape and are colour-coded to match each variety of wine.

On shelf from mid-June in Asda, Tesco, Morrisons and Sainsbury’s (rsp: £7.49), about 1.5 million limited edition bottles will be available, featuring pinot noir, viognier, cabernet sauvignon, sauvignon blanc, merlot, carménère and chardonnay.

“We were looking for a way to build on the buzz, which has grown up around involvement with the Tour de France and cycling in general,” said Dan Featherstone, marketing manager for Cono Sur in the UK. “The imagery evokes the scenery of the great cycle races, but also the Chilean landscapes where the grapes are grown.”