On 1st October 2026, drinks and hospitality professionals will come 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 that raised over £30,000 for the organisation. Colleagues across the industry were deeply saddened when John passed away at the beginning of 2026.

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 - are organising the London to Brighton ride, which will include enjoyable vineyard stops along the route. Georgie, Alyce and The Drinks Trust are inviting colleagues who were touched by John’s life, or who wish to support the charity he cared deeply about, to take part in the 60-mile ride. The event will welcome cyclists of all abilities, from beginners to experienced riders.

The ride is open to all those who wish to commemorate John Osborne and support the charity he championed throughout his career. An early‑bird registration fee of £100 is available until Friday, 24th April 2026. All riders are asked to raise a minimum of £250 in aid of The Drinks Trust, with funds directly supporting the charity’s work to enhance the wellbeing of the drinks and hospitality workforce.