Cycle Together

On 1st October 2026, drinks and hospitality professionals came together for a moving and meaningful one-day charity bike ride from London to Brighton in memory of much-loved industry colleague, John Osborne, raising funds for The Drinks Trust.

With many years’ experience leading drinks businesses, John was a highly respected figure within the industry, a keen cyclist and a passionate supporter of The Drinks Trust. In 2024, he participated in the charity’s Harvest Tour, a three-day bike ride supporting the organisation. Colleagues across the industry were deeply saddened when John passed away at the beginning of 2026.

The London to Brighton bike ride was a fitting tribute to John, bringing together friends, colleagues and members of the industry to celebrate his life, honour his memory and continue his support for The Drinks Trust.

To honour John’s memory and his love of sporting challenges, Georgina Haughton, Head of Wine Buying at Sainsbury's, and Alyce Smith, National Account Manager at Off-Piste Wines, both of whom worked with John at PLB, organised the London to Brighton ride, which included enjoyable vineyard stops along the route.

The 60 mile ride brought together colleagues and friends from across the industry, including those who had been touched by John’s life and those who wanted to support the charity he cared deeply about. Welcoming cyclists of all abilities, from beginners to experienced riders, the event provided an opportunity for everyone to come together, remember John and celebrate his life through one of the sporting challenges he loved.