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/Bibendum – 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 the60-mileride. The event will welcome cyclists of all abilities, from beginners to experienced riders.
Georgina Haughton says: “John was a passionate cyclist and supporter of The Drinks Trust, so this event will be a fitting way to celebrate everything he did for our industry. We aim to raise awareness of the charity, as well as mental health, and I’m sure we’ll have some fun along the way. The ride is open to all levels of cyclists, from novices to pros.”
The ride will take place on Thursday 1st October 2026, departing from London and finishing at the Amex Stadium in Brighton, home of John’s beloved football team. Cyclists, friends and family will gather there for an informal drinks reception and meal to celebrate John’s life and the impact he had on so many.
Alyce Smith comments: “This charity ride is our way of remembering the life of someone who meant so much to many of us. We’re hoping to see a strong turnout of colleagues, family and friends to celebrate his life and raise important funds for the Drinks Trust.”
Kate Osborne, John’s wife, comments the bike ride: “John meant so much to so many people, both personally and professionally. He loved cycling and cared deeply about the drinks community and the work of The Drinks Trust. As a family, we’re incredibly touched that friends and colleagues are coming together in this way to honour his memory and support a cause that meant so much to him.”
The ride is open to all those who wish to commemorate John Osborne and support the charity he championed throughout his career. Participants can register for the London to Brighton memorial bike ride by visiting: https://just-pedal.com/events-2/the-drink-trust-challenge-2026/
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.
Nicky Burston, CEO of The Drinks Trust, says: “I would like to thank Georgie and Alyce for organising this special event in memory of John. There has never been greater demand for support among our colleagues, many of whom are facing significant financial, emotional and professional challenges. John was a kind and gentle man who quietly supported those around him, and I am very moved to see him honoured in the way he so richly deserves.”
We would love to extend our gratitude to the bike ride’s sponsors Beacon Commodities, Bibendum Off-Trade, Cono Sur, CVNE, Off Piste Wine and Wine Flow. Few sponsorship opportunities are still available, please contact Georgina Haughton at georgina.haughton@sainsburys.co.uk or contact Alyce Smith at alyce.smith@offpistewines.com to discuss.
If John’s passing, or the loss of a loved one, has affected you, you can speak to a professional counsellor today. The Drinks Trust Support Line is confidential, free of charge and available 24/7 to anyone working in the drinks industry on 0800 915 4610.
