Black Tower is set to become Tough Mudder UK’s Official Wine Partner for 2018, and it has launched a marketing campaign to amplify the sponsorship.

The campaign includes a new limited edition promotional sleeve, which will appear on shelves this spring.

Throughout the Tough Mudder course, motivational signposts – featuring Black Tower’s #CheersToMe – will spur on participants, celebrating with them as they complete each stage of the challenging race.

At the end of the course, described as ‘the world’s toughest endurance challenge’, race-goers will head to the Mudder Village where Black Tower will be “sampling ot the masses”.

The German wine brand will also dress its Fruity Wine variant in a themed promotional sleeve, which will be on shelves from March.

Alexander Rittlinger, managing director of Black Tower owner, Reh Kendermann, said: “Sponsoring Tough Mudder gives us the opportunity to introduce Black Tower to a younger community that likes to celebrate their successes. Our #CheersToMe campaign is all about marketing life’s achievements, so this partnership will amplify our core brand values and messaging.”