Lyre’s Non-Alcoholic Spirits

Long before everyone you know was doing Dry January or Sober October, Lyre's was already in the door. The Australian company's innovative range of zero-proof spirits and canned cocktails has been winning fans since its introduction in 2019, but this was the year in which it truly broke through. Lyre's has gone from strength to strength in 2023, closing a $34.5 million funding round in July and elevating CMO Paul Glosser to the chief executive position, all while deepening its presence across the Middle East to reach audiences eager for more alcohol-free options. 

Its ties to live music also grew tighter, thanks to its role as an official sponsor of SXSW Sydney and through a partnership with French EDM DJ/producer David Guetta announced in November. Now standing at 11 SKUs spanning from an Italian bitter spritz to white rum and absinthe, Lyre's was the top trending non-alc spirit of 2023 (per Drinks International's annual brand report) and showing no signs of slowing down. What's the secret? A simple approach, as, rather than teasing an original recipe or highlighting added functional ingredients, Lyre's is positioned as a like-for-like replacement for traditional spirits.