Amstel's 'Cold Tub Pub' Will Refresh Cyclists After the Prudential Ride London

 - Jul 22, 2017
References: amstel & eventmagazine
To help cyclists recover after partaking in the Prudential Ride London event, beer brand Amstel will be opening the doors to its 'Cold Tub Pub,' which is set to provide a place for people to take an on-site ice bath.

Ice baths are commonly used by runners and cyclists as a cold therapy treatment that helps to constrict blood vessels and decreases metabolic activity, which helps to limit swelling and the breakdown of tissue.

Cyclists will be invited to submerge themselves to the waist in a bucket of cold water, all the while drinking an Amstel Bier and chatting with other event participants. After a short period of refreshment and recovery, cyclists will be invited to unwind in the pub's lounge, which is set to have a TV sharing footage from Prudential Ride London.