The Drinks Trust has announced a one-day charity bike ride from London to Brighton in memory of John Osborne, a much-respected member of the trade who passed away two months ago.
Having spent many years working in the trade, Osborne held various senior positions, including MD at PLB Group, MD at Bibendum PLB Group, commercial director at Catalyst and director at Cellars Direct.
He was also a keen cyclist and a passionate supporter of The Drinks Trust, having participated in the charity’s Harvest Tour in 2024, a bike ride which raised over £30,000 for the organisation.
In Osborne’s honour, Georgina Haughton, head of wine buying at Sainsbury’s, and Alyce Smith, national account manager at Off-Piste Wines, have put together a charity ride in collaboration with The Drinks Trust.
The 60-mile ride will welcome cyclists of all abilities and stop at vineyards along the route, finishing at the Amex Stadium in Brighton, home of Osborne’s football team.
On the ride, Haughton said: “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.”
Smith added: “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.”
Nicky Burston, CEO of The Drinks Trust, said: “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.”
At the same time, Kate Osborne, John’s wife, commented: “John meant so much to so many people, both personally and professionally. He loved cycling and cared deeply about the drink’s 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.”
Those wishing to sign up to the memorial ride can do so by following the link. All riders are asked to raise a minimum of £250.
