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Quick-Step Floors Cycling Team to partner with Maes beer in 2019

  • Ron 

As of January 2019, the Maes 0.0% logo will adorn the jerseys of the Quick-Step Floors Cycling Team.

The Maes Brewery’s alcohol-free edition will namely be an official partner of the Quick-Step Floors Team. There is no other cycling team with such a strong sense of unity as Quick-Step Floors Cycling Team, a bond that plays a major role in the success of this team in any given race. As the “beer best shared with mates”, Maes shares the exact same spirit. Maes believes that the bond between real mates make them stronger as a group, a vision that is in perfect unison with that of #TheWolfpack.

The announcement was made at a special press conference in Carcassonne on the second rest day of the Tour de France and in the presence of several top-name cyclists such as Philippe Gilbert, Yves Lampaert and Julian Alaphilippe.

The Mates of The Wolfpack

Jan Bosselaers, Marketing Director at Maes: “We didn’t hesitate for a second to join forces with this unique team. The Quick-Step Floors Cycling Team is one of the world’s biggest and best. It was also immediately clear that Maes and the Quick-Step Floors Cycling Team share the same values. At Maes, we believe that the bond between real friends makes them stronger as a group, a philosophy that fits that of The Wolfpack perfectly,” says Bosselaers. “We are so excited to get started and very much look forward to working together over the coming years.”

Lefevre: ” A partner that suits us perfectly”

“I am very happy with this new collaboration,” states team CEO, Patrick Lefevere. “Maes 0.0% is the perfect match for our team. No other brand projects the message of camaraderie like the “mates’ brand”. It will be interesting to work together and use our platform to spread the team and the brand messages in a creative way. No doubt we can expect many initiatives in the years to come.”

As Yves Lampaert added, “A partnership with the ‘mates’ brand: an ideal combo, because we are also a real team of mates. Which is why I’m so glad Maes 0.0% will be the team’s newest partner. Furthermore, it fits perfectly with our diet and it will be an original and healthy way to celebrate our victories next year. I hope that the new collaboration will encourage our fans to opt for the alcohol-free option every now and then: not only much healthier but you also don’t have to stop drinking if you still need to drive home.”

Maes hopes this collaboration will enable it to garner more fans for the “mates’ brand”, via the team but also cycling in general. And the brewery will do so with the Maes 0.0% brand. Awareness for the responsible use of alcohol and for a healthy lifestyle is growing. And while playing sport is an important part of healthy living for Belgians, the time spent sharing a drink with mates after training or a match are just as important. As of this year, those moments can be accompanied by Maes 0.0%, the perfect combination between a refreshing beer taste, 0.0% alcohol and, with just 20kcal/100mL, low in calories.“We also hope to spark responsible alcohol consumption with this partnership, while making Maes 0.0% a popular choice within the daily life of the average Belgian,” concludes Jan Bosselaers.

The Maes 0.0% logo will be visible on the backs of Quick-Step Floors cyclists as of 2019.

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