Traverse City, MI – Iceman Promotions, Inc. is proud to announce that Bell's Brewery - the largest craft brewery based in Michigan will welcome over 4,700 mountain bike enthusiasts to the Iceman Cometh Challenge mountain bike race in the heart of northern Michigan – Traverse City.

Held each year on the first Saturday in November, participants of the 2016 Bell's Beer Iceman Cometh Challenge will take to the trail on Saturday November 5. The Bell's Beer Iceman is a safe and fast twenty-nine mile mountain bike adventure from Kalkaska to Traverse City, Michigan. The course takes riders through the hardwood forests, meadows, and cross country ski trails of the Pere Marquette State Forest. Iceman events will welcome athletes from 2 to 72 years old from 38 different states. An estimated 7,500 spectators will line the course to catch the excitement of the Bell's Beer Iceman as the competitors roll along the trail.

"Bell’s is thrilled to lend its name again to this season’s ending, iconic, Michigan race and is excited to continue its long standing policy of supporting cycling in the Great Lakes region,” stated Larry J. Bell, President and Founder of Bell's Brewery, Inc. based in Comstock, Michigan.

Bell began brewing beer 30 years ago in a 15-gallon soup kettle. Today Bell's Brewery is one of the few craft breweries in the nation to remain under original ownership. Bell's produces some 170,000 barrels of beer each year and distributes its products to 18 states. Bell's, the largest brewery in Michigan, is well known for its famed summer "Oberon" wheat ale and "Two-Hearted Ale" among many other premium and specialty brands. Recently, Larry Bell announced a $52 million expansion over the next five years targeted toward meeting consumer demand and a multi-year trend of twenty percent growth annually.

"Iceman is unique due to the unpredictable weather that occurs in Northern Michigan during November. It could be 55 degrees and sunny or it could be 20 degrees and snowy like it was last year," said Bell.

"Iceman Promotions, Inc. is absolutely thrilled to have a Michigan-based company with the quality reputation of Bell's Beer as the title sponsor of the Iceman," said Steve Brown, Event Director. "Since the Bell's Beer Iceman is the ‘unofficial’ end of the riding season, the post-race celebration, featuring Bell’s Beer, is as important as the race itself for most of the riders!”

The Bell’s Beer Iceman weekend kicks off with the Ice Cycle Expo on Friday, November 4, from 12 noon until 9:00 PM at Grand Traverse Resort & Spa. In addition to the Bell's Beer Iceman, the “Meijer Slush Cup” features a half-frozen eight mile event for beginning racers, and the Meijer Sno-Cone event - for riders under the age of 12 - offers a chance for future world champions to experience the thrill mountain bike racing.

The Bell's Beer Iceman is widely regarded as the premier mountain bike event in the Midwest and is the largest single day race in the country. Sanctioned by USA Cycling, The Bell's Beer Iceman boasts a $52,000 cash purse with $30,000 reserved for professional cyclists.

For more information on the 27th Annual Iceman Cometh Challenge, visit on-line at