What happens when the Off Trade, On Trade and lycra collide? ... 🚴‍♂️

This September, we're taking on the GroceryAid Cycle Challenge, taking to our saddles to ride from London to Amsterdam over 350km across 3 days.

Representing Damm UK’s Off Trade and On Trade teams, Liam Fidler, Dan Cowan-Smith, Russell Campbell and Kieran Roberts are joining forces and squeezing into lycra to raise money for an incredible cause.

Now, it's fair to say that not all of us are built like professional cyclists. Some of us spend more time talking about beer than burning off the calories from it. Yet somehow we've convinced ourselves that spending three days battling headwinds and saddle soreness is a good way to spend a few late summer days.

Over the course of the challenge, we'll cycle from London to Harwich, jump on a ferry to the Netherlands, and then take what appears to be a less than direct route to Amsterdam. Our competitive streaks will no doubt be present as three of us battle to get the prime spot in the peleton; tucked in behind Dan’s back wheel!

While there will undoubtedly be plenty of laughs (and a few complaints), we're doing it for a serious reason.

We're raising money for GroceryAid, a charity that provides vital emotional, practical and financial support to people across the grocery industry. Every day, GroceryAid helps colleagues facing challenges that many of us never see, and the demand for that support continues to grow.

If you're able to support us with a donation, we'd be hugely grateful. Every pound raised will help GroceryAid continue making a real difference to people within our industry when they need it most.

And if donating isn't possible, a like, share, comment or message of encouragement will be very welcome when we're somewhere around kilometre 247 wondering why Amsterdam suddenly feels so far away.

Thank you for your support!

Liam, Dan, Russell & Kieran