Described as more than just a finish venue, ASG Events chief executive Wynand de Villiers said the La Couronne Wine Farm added a great deal of value to the TransCape mountain bike race.
The seven-day, 614km journey from Knysna in February will end at the Franschhoek establishment, which De Villiers said always made for a special occasion as the event drew to a climax.
He paid tribute to the role played by the wine sponsors of the event, saying general manager Eldorette Carinus understood the ethos of the TransCape race.
“She is a total TransCape disciple and holds the race very close to her heart,” he said.
“The event is all about relationships and that’s what makes the finish such a highlight. It’s about the people and how they make every finisher feel special.”
He added that La Couronne’s sponsorship of wine during the journey was extremely well received at their evening functions, which had become a special part of the race.
“We’re incredibly thankful for their significant contribution throughout and, when you get to the finish, the farm is beautiful and personifies the Cape Winelands in every aspect.”
Carinus said they were proud to be involved with such an elite event.
“The TransCape gives us a lot of exposure and introduces our wines to the riders and everybody else involved. This has led to a strong brand loyalty between La Couronne and the event’s crew and riders.”
The wine farm, several centuries old, will be extending a close association with the TransCape, having been involved with the event as a venue and wine sponsor from its inception in 2015.
In a change from this year when the race ended at the top of Franschhoek Pass, Carinus said the competitors’ adventure would end with a scenic section through the farm’s vineyards.
“We will be offering great food and wine and there will be a relaxing atmosphere, beautiful views of the mountains they have conquered and festive celebrations,” she said.