Benevolent’s revamped charity bash

The new and improved Benevolent Ball was held last week, raising a record net profit of £62,000 from a near-record number of attendants. Held at the Dorchester Hotel in London, the ball drew 390 members of the drinks trade.

The event was an example of the Benevolent’s recent efforts to become more relevant to the trade. CEO Cheng Loo commented that “the refreshed format… and renewed support from the trade at large made the ball a really fun evening.” The drinks industry charity recently updated its corporate image and website to increase its impact with the industry.

© db 21 March 2007