Eisberg teams up with England and GB Hockey

The alcohol-free wine brand partners with England and GB Hockey to champion mindful drinking within the hockey community and beyond.

Eisberg, Europe’s leading alcohol-free wine brand, has partnered with England and GB Hockey in a two-year sponsorship deal. The collaboration kicks off with the Super 6s indoor hockey championship and aims to promote mindful drinking among players and fans.

The partnership builds on Eisberg’s successful 2024 trial campaign, and the brand’s research shows a growing trend of health-conscious drinkers adopting a “sober curious” lifestyle. By engaging with the hockey community, Eisberg plans to highlight the benefits of alcohol-free options through event sponsorships, social media campaigns, and exclusive offers for clubs.

Nick Pink, CEO of England and GB Hockey, emphasised the shared values between the organisations. “Both Eisberg and England and GB Hockey prioritise performance and wellbeing. This partnership allows us to inspire positive change on and off the pitch,” he said.

Dan Harwood, managing director for SW Wines Europe, expressed excitement about the deal. “This agreement reflects Eisberg’s growth and our commitment to providing quality alternatives for mindful drinkers,” he said.

With England and GB Hockey’s increased visibility through Channel 4’s 2025 partnership, Eisberg is set to reach a wider audience of health-conscious sports fans. The brand sees this as a significant step in its mission to normalise alcohol-free drinking options.

The partnership comes as Eisberg also joins Ocado’s meal deal as their first alcohol-free wine earlier this month.

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