As an official sponsor of France's Tour de France, there might seem worse choices than a wine named Bicicleta. But its discreet "Made in Chile" label has struck a sour note with French winemakers, who are threatening to block the three-week bicycle race unless it is replaced with a home-grown beverage, reports The Telegraph.
The wine from Chile's Cono Sur company will only be advertised at promotional events held when the race briefly enters Switzerland, Andorra and Spain, as under French law no alcohol brands can be promoted during sports events in the country.
But that alone is enough to infuriate French winemakers in the southwestern Languedoc-Roussillon region, who say they will block one of the race stages between Carcassonne and Montpellier if the partnership with the New World winemaker goes ahead.
“It is unacceptable to allow the Tour de France organisers to promote a wine from Chile," the Young Farmers group (JA) said on its website. "They should be supporting only French produce."
The company that runs the Tour, ASO, has insisted it sees nothing wrong with the deal with the Chilean winemaker.
The sponsorship contract has been in place for the last two years, with Bicicleta wine promoted in Britain at the opening stages of the 2014 Tour, and in Holland and Belgium last year during stages in those countries.