Concha y Toro's Cono Sur, known for its ‘Bicicleta’ wines aims to promote wines and build brand awareness. The three opening UK stages of this year’s route are Leeds to Harrogate, York to Sheffield, and a third stage from Cambridge to London.

The Tour gets underway on 5 July 2014, and Cono Sur will be planning a “raft of promotional activities before, during and after the event”.

Marketing director UK Clare Griffiths said: “We are very excited about supporting Le Tour in 2014. Cono Sur is already performing well in the market, showing 33.8% year on year growth, and this sponsorship will help to further accelerate our growth plans, demonstrating to our customers that we are serious about building our brands in the UK, and engage with wine consumers by increasing awareness and engagement.

“Cycling is an incredibly popular sport for both spectator and participant, and this tie up, as well as the obvious links with Bicicleta, will help to increase our reach to a broad target audience.”

The support will involve Cono Sur Bicicleta with on-pack Tour de France branding, sampling, presence in the Village du Tour and the publicity caravan.