The Infinite Monkey Theorem is now the official wine partner of the USA Pro Challenge, which means that the world-class cyclists who will be pedaling through the Colorado Rockies next month will be rewarded at the finish of each of the seven stages with Monkey Theorem wine in the VIP hospitality tent.
And not just cyclists: Those who pay for $1,000 VIP tickets will also be able to enjoy wine in the tent at the end of each stage, as well as special Colorado mimosas at the kick-off in Durango.
"At every VIP tent after the stage, we will be pouring a variety of wine either in cans or on tap," says Infinite Monkey Theorem founder Ben Parsons. "It's just a lot of everything we do."
The sponsorship came about because of the "overlap between wine connoisseurs and road cycling enthusiasts," says Parsons. And when the Pro Challenge reached out to IMT because the organizers wanted to emphasize local product, he jumped at "the opportunity to be part of a race based in Colorado that tours the best of Colorado. To be associated with it as Colorado wine is incredible," he adds.
"I didn't know if I could quite handle it because I'm a small producer," he admits, "but we were able to make it work. Hopefully it's something that we can continue to do going forward."
Keep Westword Free... Since we started Westword, it has been defined as the free, independent voice of Denver, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Denver with no paywalls.