The TDU's Perfect 'Match'
Spectators at South Australia’s biggest sporting event can now enjoy a South Australian beer at the same time with the Santos Tour Down Under (TDU) signing a new partnership with Mismatch Brewing Co.
Mismatch – which is brewed at Lot 100 in the Adelaide Hills – will be the TDU’s official beer partner when the race returns from January 16-25, 2026.
Its partner brand, Hills Cider, is also part of the new deal to showcase South Australian products to the world with thousands of international cycling fans descending on the state for the biggest cycling event in the southern hemisphere.
Mismatch and Hills Cider will be served exclusively inside the City of Adelaide Tour Village in Victoria Square and in pop-up bars at stage finishes of next year’s race including in Campbelltown, Stirling, Willunga Hill and Nairne which is just a few kilometres from the Lot 100 brewery in Hay Valley.
Nairne is hosting the finish of the Ziptrak Men’s Stage 3 which begins in Henley Beach and doubles as the Tour’s mass community participation event the Adelaide Epic Ride, which attracts thousands of amateur riders to the course.
Mismatch is owned by a consortium of predominantly South Australian publicans who purchased the craft beer brand from national ownership in June, 2024, with original founders Steve Dorman and Toby Kline both returning to the brand in active roles.
Mismatch is already linked to cycling through its sponsorship of local cycling group MOOD which promotes the competitive and social aspects of the sport.
Quotes attributable to Mismatch and Hills Cider original founder Toby Kline:
“Having both Mismatch and Hills Cider firmly centred back in South Australia is everything to us, it’s about ensuring the heart and soul of these beloved brands are right here at home, driven by people who are part of the local community.
“Partnering with a world class event in our own backyard is a proud moment for us. When you have iconic South Australian brands born in the Adelaide Hills, supporting the Santos Tour Down Under just make sense.
“The partnership is about celebrating our home. With all eyes on South Australia during the Tour, we’re thrilled to provide the perfect refreshment for the entire community. It’s an authentic partnership between a popular and successful state event and brands born in the same place.”
Quotes attributable to Events South Australia Executive Director Hitaf Rasheed:
“Mismatch, Hills Cider and the Santos Tour Down Under really are a perfect team and have a great synergy.
“Both have their roots set down in the Adelaide Hills and are proudly showcasing South Australia to the world.
“To have a stage of next year’s race finish in Nairne for the first time, while celebrating the first year of a new partnership with Mismatch which is brewed just up the road in Hay Valley, is very fitting and will be warmly received by spectators and fans.”
