Members and guests at the Association of Licensed Multiple Retailers (ALMR) helped raise over £30,000 for charity at last week's Christmas lunch.
It will bring seasonal cheer to dependants of the Licensed Trade Charity, which responds to 1,000 calls for assistance a year from former members of the pub trade.
ALMR chief executive Nick Bish said: "It is good to know that those who have spent their lives at the sharp end of our business have a little Christmas comfort to ease their plight at this time of year."
The money raised will be used to send out hampers to some of the people the charity supports as well as funding its ongoing operations.
The £30,156 raised was the highest yet in three years of ALMR support for the charity.
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