Industry unites for London to Brighton memorial ride honouring John Osborne

Members of the UK wine and hospitality trade are to take part in a 60-mile charity cycle this October to celebrate the life of former PLB managing director John Osborne and raise funds for The Drinks Trust.

Drinks industry colleagues are set to come together on 1 October 2026 for a charity bike ride from London to Brighton in memory of respected industry figure John Osborne, with proceeds supporting The Drinks Trust.

The one-day event, organised by Georgina Haughton, Head of Wine Buying at Sainsbury’s, and Alyce Smith, National Account Manager at Off-Piste Wines, aims to honour Osborne’s legacy as both a passionate cyclist and long-time supporter of the charity. Both organisers previously worked with Osborne at PLB/Bibendum.

Osborne, who died at the beginning of 2026, was widely regarded as a leading figure in the drinks trade. In 2024, he took part in The Drinks Trust’s Harvest Tour, helping raise more than £30,000 for the organisation.

The memorial ride will cover 60 miles and include vineyard stops along the route. Open to cyclists of all abilities, the event is designed to encourage broad participation from across the drinks and hospitality sectors.

Haughton said the ride would be “a fitting way to celebrate everything he did for our industry,” adding that the event also aims to raise awareness around mental health alongside fundraising efforts.

Participants will depart from London and finish at the Amex Stadium in Brighton, home of Osborne’s beloved football team, where riders, friends and family will gather for a drinks reception and meal.

Smith described the initiative as “our way of remembering the life of someone who meant so much to many of us,” expressing hopes for a strong turnout from across the industry.

Osborne’s wife, Kate Osborne, said the family had been “incredibly touched” by the tribute, noting his deep connection to both cycling and the drinks community.

Registration for the event is now open, with further details available by clicking here.

An early bird entry fee of £100 is available until 24 April 2026, with participants asked to raise a minimum of £250 in support of The Drinks Trust’s work supporting wellbeing across the UK drinks and hospitality workforce.

Nicky Burston, CEO of The Drinks Trust, welcomed the initiative, highlighting growing demand for support within the sector and describing Osborne as “a kind and gentle man who quietly supported those around him.”

The event is backed by sponsors including Beacon Commodities, Bibendum Off-Trade, Cono Sur, CVNE, Off Piste Wine and Wine Flow, with sponsorship opportunities still available.

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