Days, the refreshing 0.0% beer brewed for those people who want to do more, have today been unveiled as the official alcohol-free beer partner of the AJ Bell Tour of Britain and Women’s Tour for 2021.

Produced using 100% natural ingredients, Days’ alcohol-free lager and pale ale are brewed to pair with people’s lifestyles, making them the perfect drinks for cyclists of all abilities. The beers are brewed in Scotland, which will host the final two stages of this year’s AJ Bell Tour of Britain, which begins in Cornwall on Sunday (5 September).

Hospitality guests at both the AJ Bell Tour of Britain and Women’s Tour (Monday 4 – Saturday 9 October) will be able to enjoy Days beers as part of their race day experience. Additionally, to celebrate this partnership, Days will give away two three-month subscriptions to race fans via a social media competition.

In quotes

Duncan Keith, Days co-founder, said: “”We’re stoked to partner with the Tour of Britain and the Women’s Tour this year. With some of the biggest names in cycling taking part it’s going to be an awesome event for everyone involved. I couldn’t think of a better event to celebrate all the positive reasons why people choose to live a healthier lifestyle, which is something we’re passionate about at Days. We love beers’ ability to get people together and we can’t wait to do that during this event. For those not able to participate in the event use the code TOB20 for 20% off on our website. Here’s to good times, good Days and good tomorrows.”

Miles Rose, commercial director of the AJ Bell Tour of Britain, said: “I know this partnership is going to be a hit, especially with our riders and hospitality guests. I have known Duncan for a long time, and it made complete sense we partner with them to offer that ability to enjoy a great beer while still being able to maximise your days. The subscription model direct to consumer is brilliant to trial and I love the brand they have built.”