Whether you’re alcohol-free out of respect for your faith or just want to ween yourself off fortified beverages for health or other reasons, we have big news.
Lyre, the acclaimed non-alcoholic spirit brand, has announced its arrival in the Middle East. The renowned and award-winning Australian brand offers non-alcoholic spirits made from all-natural ingredients contained in exquisitely designed bottles giving a vintage and classic look. The spirits all resemble and taste like their enhanced equivalents and include several options, of which Amaretti, Italian Spritz, American Malt, Dark Cane, Dry London and Classico (sparking grape) are currently available in the region. The brand also offers a pre-mixed ready-to-drink range which includes American Malt & Cola as well as a Dark and Spicy option that evokes the popular Dark ‘n’ Stormy highball cocktail normally made with Jamaican beverage and ginger beer.
Each bottle tells a specific story with a small, illustrated animal creating a particular narrative and personifying each crafted spirit. Each animal also aligns with the origin of the spirit. For instance, the Dry London has a London pigeon on it, while the American Malt has an American bear on it.
Our plans for the Middle East have surprisingly little to do with culture or geography. It’s more about being in tune with society as a whole,” said Mark Livings, Lyre’s Founder and CEO who started the company’s journey in 2019. “From Millennials to Gen Zs, we’re all drinking less than before, and ‘mindful drinking’ transcends borders. We’ve even won awards against established fortified brands.
Just over two years ago, we sold our first bottle of Lyre’s and today we’re selling a bottle every 30 seconds. With that pace, we’re on track to become the fastest independent beverage brand to reach unicorn status,” he added.
Lyre has now reached 60 countries in terms of its global footprint, selling across multiple channels, including direct-to-customer via its website as well as in airlines, restaurants, bars and retailers including over a dozen of The World’s 50 Best Bars, Nobu Restaurants, and The Ritz-Carlton hotels. It is currently available in Australia, New Zealand, the United States, the United Kingdom, Hong Kong, Singapore, China, throughout Europe, and now the Middle East. ✤