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Reading pretzel company participating in Bikes & Beers – and social distancing
Stacy Wescoe//March 30, 2020
Reading pretzel company participating in Bikes & Beers – and social distancing
Stacy Wescoe//March 30, 2020//
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A Reading-based pretzel manufacturer is participating in what is turning out to be a fairly “unique” national marketing effort.
Unique Pretzels COO Justin Spannuth said his company had already signed on to support “Bikes & Beers,” a national cycling event in 30 cities that boosts each region’s microbreweries.
Then the coronavirus hit and the races, like most events, couldn’t go on as planned.
But while the races won’t go on as planned, they will go on in what is now being dubbed as the “Nation’s Largest Social Distancing Ride.”
Spannuth said he had been excited about participating in “Bikes & Beer” as a first-time sponsor. Unique would be providing bags of its Sourdough Craft Beer Pretzel Rings to riders in each of the 30 events.
“Pretzels made for beer. It’s really a perfect fit,” he said.
But, now instead of sending pretzels out for 30 different events, there will be one, large virtual event that begins April 1.
Riders can track their own miles, either out riding alone or in small groups, or staying at home using an exercise bike. Awards will be given out based on miles ridden.
Each participant is getting a “swag bag” of goods mailed to them and Unique Pretzels will be among the goodies.
“It’s a good spin on something,” Spannuth said. “And it’s a good push to stay fit while they’re quarantined in their homes.”
The event is still promoting local breweries.
Bikes & Beers has partnered with around 100 breweries across the country, including Troegs, Victory, and Yards Brewing Co.
Spannuth noted that the event is also raising money for a good cause. Bikes & Brews is raising money for a sub-foundation of the Gates Foundation that is researching COVID-19 and helping families that have been impacted by the virus.
