The ride will set off this summer, featuring 50 hospitality professionals including The Morning Advertiser editor Ed Bedington, cycling 240km across the Yorkshire Wolds between 9 and 11 June.
Through the combined efforts of Pedalling 2 Pubs and Pedalling for Pubs, cyclists are aiming to raise the cash for industry charities Only A Pavement Away and the Licensed Trade Charity.
Led by organiser, British Institute of Innkeeping (BII) boss Steve Alton, the challenge will help the hospitality sector towards the revised goal of £400,000 following the Pedalling For Pubs, which took place in Sri Lanka smashed its original £300,000 target.
On the upcoming challenge, Alton said: “After taking part in last year’s inaugural Pedalling for Pubs ride across Jordan, I realised the only thing missing from such a fantastic fundraising initiative was the opportunity to visit some great British pubs!
“Thus, Pedalling 2 Pubs was born. It is a testament to the work undertaken by founder Katy Moses and the organisers of the flagship ride, that there is already so much excitement around the UK edition.
“We have already raised more than £32,000 but we want to turn that into £50,000 by the time we ride into our last Yorkshire village.”
The riders will be stopping at a host of pubs to keep them focused as they aim to conquer the Yorkshire terrain.
Supporters and partners for the ride including Punch Pubs, which will be fuelling the team before they set off and hosting them after their first day’s riding.
Marston’s will also welcome the riders on the final evening while local brewers Theakston and low-alcohol beer brand Lucky Saint will be keeping the team well hydrated.
Lucky Saint and Zonal have provided the riders with branded jerseys and hoodies to showcase the causes they are championing.