'Wheel ale' promotion's now motoring

13 July, 2007

The sales team at Salisbury-based Hop Back Brewery have come up with unique way to visit customers while doing their bit for the environment - by bike.

In a move to promote "wheel" ales, the four-strong team have opted to cycle. And if the journey is too great a distance, cars are driven to a park-and-ride site so they can cycle from there.

Sales manager Greig Futcher said: "The idea is to cut down on car pollution and congestion in the places we visit. Protecting the environment is important, especially as all our beers are made with fine, natural ingredients."

Futcher said he put the idea to the team, expecting some of them would be reluctant: "Three of us aren't exactly fit and young, but they all wanted to take part. One person even went on eBay to buy one of those kids' buggies that attaches to the back of a bike so they could put POS materials on it," he said.

Futcher added that the team is planning to continue cycling in the future.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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