Amstel is opening a ‘pub’ to coincide with Prudential RideLondon this weekend, offering customers the chance to sip beer while submerged from the waist down in icy water.
Amstel’s pop-up pub will feature six two-seater ice tubs that will provide ‘a truly unique form of post-cycling recovery and all-round bonding experience for guests.’
Most commonly endured by professional athletes, the ice bath can be experienced by spectators, cycling enthusiasts and RideLondon competitors alike.
With a beer in hand, visitors can brave a 10 minute dip in the metre-deep tubs and can recover afterwards in the hopefully more balmy surroundings of the pub. Tickets can be reserved here.
Located near to the finish of the race at 5b Pall Mall, racegoers can stagger to the pub on Saturday 29 July between 1pm and 7pm and also on Sunday 30 July between 12pm and 6pm.
Following the success of cycling at the 2012 Olympic Games, Prudential RideLondon was set up in 2013 with the backing of the Mayor of London. It takes the form of a three-day cycling festival featuring a 100-mile ride through London and Surrey using the route taken by professional cyclists in 2012.