They're known for their commitment to fund raising for the industry charity The Light Fund - employing some very persuasive methods in some cases - but Roy Lowe & Sons latest venture actually involves some physical activity on their part.
Martin Lowe, Richard Radford and Dean Greasley are to cycle the 165 miles from their offices in North Nottinghamshire to The Licensing Awards, taking place in London on September 9th, on a three-man tandem.
The bike - known as a triplet - is being specially built for the trio and training for the challenge, billed 50 Stones on a Bike, will begin when it arrives next week.
"Those of you who know us well enough will know that our lifestyle doesn't fit too well with such an undertaking," said Radford. "But it's for charity. So, while laughing at our stupidity, dig deep and pledge us a few quid, either to ourselves or directly to the charity's treasurer David Scott."
You can follow the trio's progress - or lack of it - on Twitter, @50stoneonabike.