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Vida Life & Culture

Official Coffee Partner of the Absa Cape Epic

We have been appointed as the Official Coffee Partner of the Absa Cape Epic during 2023!

It is no secret that caffeine is a cyclist’s best friend thanks to its natural performance benefits & boosters. One would be hard pressed to think of a place where an extra boost is more appreciated than during eight days of racing on the trails of the Western Cape during the Absa Cape Epic.

During 2023, we will be the Official Coffee Partner of the Absa Cape Epic. Our brand, like the Absa Cape Epic, prides itself on consistently delivering class-leading products to our consumers and has been driven by passion and innovation for the past 21 years.

This new relationship is as exciting to event staff and stakeholders as it is to the riders thanks to the presence of our passionistas (our official name for our baristas) and mobile coffee van in each of the Absa Cape Epic race villages from before sunrise until well after sunset.

According to historic data of coffee consumption during the Absa Cape Epic, we are expected to serve over 25 000 cups of coffee during the eight days of the event. To link with Absa Cape Epic’s dedication to sustainability, our coffee cups and lids will be 100% recyclable. For riders eager to take sustainability one step further, reusable vida e caffè X Absa Cape Epic branded reusable coffee cups will be on sale and each reusable cup purchase will come with a free coffee during the event.

“As a born and bred South African coffee brand celebrating our 21st birthday this year, we are honoured to announce this partnership.” Said Darren Levy, CEO of vida e caffè. “Every day we serve coffee from our 260 stores but we invest heavily in partnerships and events like the Absa Cape Epic which supports our mission to serve a shot of happiness to a wider audience when they need it most, with every cup of coffee. In this case, from early in the morning to late at night, participants and event staff can look forward to the shot of caffeine as much as the passion and energy that our Team will bring. Coffee and vida play a huge role in the world of cycling and we look forward to also being there with a Bomba Energia or a Flat White, for the riders leading up to the event as they prepare for the Epic in 2023. We can’t wait to see you. Obrigado!”

“Over the past 20+ years both Absa Cape Epic and vida e caffè have successfully turned the ordinary into the extraordinary in our respective industries, and we are delighted to welcome both vida e caffè and their amazing Passionistas on board in 2023 to ensure every rider gets the crucial morning coffee fix or a much needed afternoon pick-me-up after a long day in the saddle.” Explained Michael Flinn, Absa Cape Epic Managing Director.

To celebrate the new partnership, both brands have teamed up to give coffee drinking mountain bikers across the country the opportunity to win a VIP Absa Cape Epic experience at the 2023 Absa Cape Epic, including Route Tours, branded merchandise, helicopter flips, and hospitality access to watch the teams finish the stage.

To enter, simply visit any vida e caffè store in South Africa by bike, snap a picture of you enjoying your beverage of choice and load it to Instagram, tag both @capeepic and @vidaecaffe_official accounts and use #vidaepiccoffeeride.

Winners will be announced on the 31st of January 2023 on our official Instagram account. To find out more info and view the Terms and Conditions, please click HERE.


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