Article: Between the pace and the breaks
Between the pace and the breaks
Swiss quality – bringing people together
As Switzerland’s biggest annual sporting event, the Tour de Suisse has always stood for peak performance, endurance, and passion – hallmarks that are also deeply imbued in Sirocco’s credo. For more than a century, we have been truly committed to promoting the mindful enjoyment of coffee and tea and are clearly dedicated to excellent quality, craftsmanship, and heritage.
That is why we will be on the road, sponsoring the Tour de Suisse from June 17 to 21, 2026, as an active official partner, bringing enjoyment to where the excitement is truly experienced – along the route, to the people, and right where it’s all happening. The thrill and enjoyment are not merely on the sidelines at this event – they are very much an integral part of the overall experience, reflected in that brief moment of total concentration, during a short break between two stages, or as a focused way to kickstart an intense day.
For the riders, it’s all about the motto: “Fuel your ride with Sirocco.”
For spectators and fans, it’s a delightful, relaxing break.
Espresso and competitive cycling – two passions, one rhythm
Coffee embodies pleasure, culture, and community – factors that also distinguish the sport of cycling. In Italy, in particular, this spirit has fostered a distinct cycling culture: a short stop for “un caffè” is just as much a part of the route as an arduous climb or that welcome descent.
A quick espresso at the counter is so much more than a simple ritual. It gives a moment to regroup and reflect before continuing the challenge. In professional cycling, espresso also plays a key role in the pre-race routine. Before the starting gun, many riders will go for a shot of espresso – not out of habit, but for the clear boost. A welcome pick-me-up that delivers that little extra just before the pack accelerates and every decision counts.
Off the racing route, group “coffee rides” have long been a popular tradition in cycling culture. These social rides don’t focus just on exercise but are more about connecting with other riders. A break with genuinely delicious coffee rounds out every outing, strengthens the sense of community, and is often fondly remembered as one of the noteworthy highlights. Whether it’s an espresso “al banco”, a cappuccino, or coffee with a piece of cake – it’s all about those shared moments of togetherness that make the difference.
Black tea from Sirocco – quiet energy that lasts
Sometimes we need a different kind of energy. While black tea also contains caffeine, its effects are gentler and longer lasting. That’s what makes it the ideal companion for long days, chilly mornings, or moments when concentration and stamina are essential.
Our organic black tea range combines classic tea culture with modern overtones. Apart from our well-known creations such as Gentle Blue or Golden Assam, we offer modern tea varieties like Black Vanilla whose character unites depth, clarity, and balance.
If you prefer something particularly fresh from lofty alpine gardens, our organic herbal tea Piz Palü is delightfully unique and made with mountain herbs from the Poschiavo region in southern Switzerland. Clear, aromatic, and vibrant – like taking a deep breath of alpine air that gives renewed motivation for the journey ahead.
Whether as a mindful start to the day, an alternative to afternoon coffee, or a calm counterpoint to the intensity of an espresso – black tea offers an elegant form of renewal.
