Starting in Paris and finishing on the Belgian frontier, Paris-Roubaix is one of cycling's oldest races, and one of the 'Monuments' or classics of the European calendar, contributing points towards the UCI World Ranking.
Now a North-France brewery have brought out a beer to honour the occasion called Hell of the North. The beer arose from a collaboration between the brewer Sylvain Delhaye and the members of the municipal council of the city of Wallers-Arenberg, situated on the route of Paris-Roubaix.
The name Hell of the North is inspired by the race. The Paris–Roubaix is famous for its rough terrain and cobblestones leading to nicknames the Hell of the North, a Sunday in Hell (also the title of a film about the 1976 race), the Queen of the Classics or La Pascale: the Easter race.
Since 1977, the winner of Paris–Roubaix has received a cobble stone as part of his prize.
The beer is designed therefore to represent the courage of the sportsmen, history and brewing heritage.
The beer’s specifications were tailored to the race’s rules and needs: it is low in alcohol and able to be used in tumblers (glass is forbidden on the route).
The beer will be sold at specialist wine merchants between Compiègne and Roubaix and at a stands beside the road in Wallers, Northern France.
Only 1000 caskets of the beer have been brewed for this race which is the 115th Paris-Roubaix.