Britvic pitches in for industry charity cricket event

Britvic is teaming up with a cricketing team of legends called Lashings World XI to raise money for industry charities.

The soft drinks firm is hosting an inaugural cricket day on 19 September at the Old Albanians Cricket Club in St Albans, exclusive to the hospitality trade and suppliers.

The VIP experience is in aid of Only a Pavement Away, which helps the homeless, prison leavers and veterans into a hospitality career, and the Licensed Trade Charity, which provides support for anyone in the pub and bar trade facing physical, mental or financial difficulties.

On the day, a team of 11 hospitality representatives will be taking on the cricketing champions, including Mark Ramprakash, John Emburey, Michael Carberry, Devon Malcolm, Nicky Boje, Yasir Arafat and Gordon Greenidge, in a T20 match. The renowned Henry Blofeld will be commentating on proceedings.

VIP packages will feature a pre-lunch Champagne reception, a three-course lunch, a photo opportunity with the cricket legends, an audience Q&A and a live auction.

Adam Russell, director of foodservice and licensed at Britvic, said: “At Britvic, our purpose is rooted in everyday life: it is our mission to bring joy to people, everywhere, from all walks of life, through our brands.

“We are delighted to have begun our partnership with Lashings World and are excited to support raising money and awareness for two superb charities which are integral to the hospitality industry.”

Britvic recently accepted a £3.3b Carlsberg takeover deal, which will see the two companies create a single integrated drinks company in the UK. The transaction is expected to conclude in the first quarter of 2025, subject to regulatory approval.