A travel company is embarking on a cycle challenge that is finishing in a Hampshire village. 

We Love Lucid, the UK’s first alcohol-free travel company, are hosting a 120-mile group cycling event on May 17 from the town of Beer in Devon to Soberton in Hampshire to celebrate the sober lifestyle.

Participants will cycle along the south coast from Beer to Bournemouth before they head up through the New Forest and Southampton which will then lead them to Soberton.

Those taking part can join the route at any stage within the 120-mile passage.

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Founder of We Love Lucid, Lauren Burnison (Image: Lauren Burnison) Founder of We Love Lucid, Lauren Burnison, said: “It’s great to show how fulfilling the sober lifestyle is.

“We want to change the perception about life without alcohol.

 “Events like this are a chance to show how positive and motivating sober life is.”

The journey will see participants cycle along the south coast from Beer into Bournemouth where they will then head up through the New Forest and Southampton before their final destination of Soberton.

A previous We Love Lucid tripA previous We Love Lucid trip (Image: We Love Lucid) Beer to Soberton 2025 is the latest in a series of experiences designed to support people on their sober journey.

Burnison said: “With the nicer weather coming out, it has made training a lot more positive as there is less pressure now and whilst there is pain and discomfort, it is only temporary.”

UK alcohol-free drinks brand Jump Ship Brewing are sponsoring the event and will be supplying alcohol-free beers before and after the ride.

Inspired by the adventures of YouTuber and author Bat Country, who focuses on sobriety and the process of withdrawal, Burnison and We Love Lucid will be continuing to spread the awareness of sober living.

Whilst this is to celebrate sobriety, there are other motivations for Laura as she discovered a new perspective on people through previous events.

“As a single parent, it is hard. You of course lose sight of who you are, but by taking part in events like this has helped me rediscover the goodness in people.

"Ultimately, this event is about a bunch of sober people getting together and doing something fun. We want to shout from the rooftops that sober does not have to be boring."

  • Story by Daniel Quina-Brito, Bournemouth University