Mark Cavendish: cyclist, Olympian… publican. That’s right, today the greatest sprinter of all time can add ‘pub landlord’ to his CV as he announced the opening of a new pub in London. But this is not your average watering hole, this is Amstel’s unique Cold Tub Pub: the world’s first ice-bath pub, where visitors are submerged up to their waists in ice-cold water while they enjoy an ice-cold Amstel.

Inspired by the popularity of ice baths among athletes, the Amstel Cold Tub Pub is geared towards cycling enthusiasts and offers a truly unique form of post-cycling recovery and refreshment after a long-distance bike ride or completing the 100-mile challenge that is Prudential RideLondon-Surrey 100.

Tired cyclists are invited to visit the Cold Tub Pub and banish the burn felt in their pedal-punished legs by stepping into a custom-built cold tub filled to the brim with ice-cold water. Once they have plucked up the courage to take the plunge and submit their appendages to the depths of the cold tubs, visitors will be offered an equally cold Amstel Bier to enjoy on the house.

The Amstel Cold Tub Pub has been created as part of Amstel’s ‘Ride Together’ partnership with Prudential RideLondon. It is open on Saturday 29th July and Sunday 30th July to cycling enthusiasts and Prudential RideLondon-Surrey 100 participants, and is free to attend. Spaces can be reserved here.

Today Mark Cavendish swapped gears for beers and officially unveiled the Cold Tub Pub to the world. In his capacity as honorary publican the Manx Missile topped up the cold tubs with ice and served Amstel Bier to a group of cycling fans brave enough to test the bracing temperatures of the cold tubs ahead of the pub’s official opening on Saturday 29th July.

Honorary Cold Tub Publican Mark Cavendish commented: “The benefits of ice baths as a recovery aid following an intensive day of exercise are well known. On the back of what will no doubt be a gruelling 100-mile Prudential RideLondon-Surrey 100, I am sure the riders will be extremely happy to know that they can be rewarded with an ice bath as well a nice cold Amstel at the finishing line!”

The Amstel Cold Tub Pub is located on London’s Pall Mall: a stone’s throw from The Mall, where Prudential RideLondon finishes, making it the ideal spot for cyclists to begin their post-event recovery and relaxation – bringing riders together and helping them continue the unifying experience, even after they’ve finished cycling.

Visitors to the Amstel Cold Tub Pub will get to enjoy (or perhaps endure) the biting chill of the cold tubs for up to 10 minutes, after which they can continue to relax and recover on normal pub seating, admire the array of cycling memorabilia adorning the pub’s walls, and watch RideLondon on the pub’s TVs.

Ifeoma Dozie, Brand Director at Amstel, commented: “Our ‘Ride Together’ partnership with Prudential RideLondon is all about bringing cycling fans together through unique and memorable team cycling experiences. The Amstel Cold Tub Pub is just that: a one-of-a-kind form of post-cycling recovery and refreshment for groups of riders. What better way of continuing the team bonding experience after crossing the finish line than by taking the plunge into a tub of ice water while toasting team cycling success with an Amstel.”