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.
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"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."