Drinks trade charity The Benevolent is hosting an inaugural online auction tomorrow to raise money for members of the industry that have fallen on hard times.

The auction coincides with Thanksgiving and participants will have the opportunity to bid for over 75 incredibly sought-after lots at www.32auctions.com/thanksforgiving.

Farr Vintners made “an astonishing gesture of generosity” by giving £10,000 to kick-start the Thanks for Giving auction, The Benevolent said.

Participants can bid for lots including Royal Opera House tickets to see Madama Butterfly, VIP Hospitality tickets to Stamford Bridge for Chelsea Vs Hull City and a three-day paid trip for two people to visit the Czech Republic’s Southern Bohemia region, where Budweiser Budvar is brewed.

Leading lights from the UK drinks industry have also agreed to offer their time, expertise and unique services as port of an “Auction of Promise”. Bidders will have the chance to hire Ian Harris, chief executive of the Wine & Spirit Education Trust, as a butler for a private dinner party, or to play a four-ball round of golf with wine writers Oz Clarke and Tim Atkin MW.

David Cox, chief executive of The Benevolent, said: “I urge everyone to take a look at this auction site straight away and start bidding on Thanksgiving Day. 

“ You may get an incredible bargain with some extremely rare and collectible lots. On a personal note, I am very proud to announce that my late twin brother Michael Cox’s widow Lynne has generously donated a very rare bottle of cognac from Michael’s cellar. And what a terrific kick-start donation from Farr Vintners. We are truly thankful.”

Stephen Browett, chairman of Farr Vintners added: “Farr Vintners is delighted to be able to help support the UK drinks trade’s own charity with such a great fundraising initiative.”

All the funds raised will go towards the valuable work of The Benevolent supporting colleagues facing a variety of difficult circumstances through practical, emotional and financial help.