Signed, Sealed, and Fermented: Why Pro Cyclists Are Getting Into the Brewery Business
A growing number of professional cyclists are trading jersey sponsorships for something a little more personal — their names on a tap handle. From criterium racers to gravel grinders, elite athletes are partnering with craft breweries to create limited-edition beers that genuinely reflect how they train, recover, and celebrate. Here's what happens when performance culture meets the fermentation tank.