The combination of beer and bicycles is almost as intrinsic as the link between cycling and coffee, they complement each other beuatifully (as long as beer follows cycling rather than the other way round). With that in mind, the latest announcement by independent craft brewing company BrewDog makes perfect sense.
The Scottish based brewery today launched its own global social cycling club which aims to 'bring together the love of great craft beer with the love of cycling.'
The collective will all be based around BrewDog chaingang chapters in which riders will be able to join or even establish themselves in their local towns with the Strava Clubhouse being the gateway to information regarding local rides and upcoming events.
If you are lucky enough to live near a BrewDog bar, the chapters will be based at the local pubs. If you do not live near a BrewDog bar, there will also be the option of riding out from and affiliated bar.
Already launched in the UK and Europe, BrewDog is also looking for experienced riders to step forward as ride leaders to help create interesting routes and spread the message of cycling and craft beer.
To give that inclusive feel, BrewDog has also partnered up with fellow British brand Milltag creating a collection of kit and accessories from bidons to bibshorts, with the distinctive skull logo present throughout.
BrewDog co-founder James Watt spoke proudly of this new venture hoping that beer lovers will be introduced to cycling and vice-versa.
'There has always been a natural crossover between craft beer fans and cycling fans,' Watt said. 'Both are driven by a passion for exploration, discovering the road less travelled, and are powered by hugely passionate communities.
'Our fans who are avid cyclists have been using BrewDog bars as unofficial Clubhouses for years,' he added.
'With BrewDog Chain Gang, we wanted to turn it up a gear by helping our community unite their two passions of beer and bikes.'