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Benevolent Day - the new fundraising initiative by the drink's industry's biggest charity - gets underway today with organisers hoping to raise a record amount of cash for the cause.
A wide-range of fundraising activities have been organised by companies within the trade and will take place across the UK throughout the day.
The initiative has been designed to raise the profile of the Benevolent and highlight the nature of its work for those in need who worked in the industry.
The charity has been urging companies to organise events to help raise cash on Benevolent Day.
June 5 is significant in the history of the Benevolent's history as it was on the same date in 1886 when the charity was formally established.
Simon Leschallas, chairman of the Benevolent says: "I urge the trade to get involved in this great day - a small donation will go a long way if we can get the majority of the drinks industry raising money.
"I really do believe that every company that works in the trade should take part and make the Benevolent Day an exciting annual event."
Among the activities planned is a bottle sale by Chivas Brothers, a staff product sale at Moet Hennessy UK and a bin-end clearance sale held by E&J Gallo.
Benevolent Benni, the new mascot for the charity, will be in evidence at all of the events.
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