The trend changing the way the world drinks, and the brand making it possible.
It’s no secret the past five years have seen an increased focus on holistic health and wellbeing. Even before the pandemic, social animals had become sober-curious, no longer wanting to choose between keeping up appearances at drinking occasions and keeping up good health. The popularity of sober challenge months allowed the easing off of liquor in a socially accepted time frame, but can the sober-curious leopard change its spots for good? Lyre’s Non-Alcoholic Spirits says yes.
Created by entrepreneurs Mark Livings and Carl Hartmann in 2019 (read: before the at-home mixologist boom), Lyre’s has fast become the world’s most awarded non-alcoholic spirits brand.
‘Non-alcoholic’, a label once reserved for teetotalers, designated drivers, and pregnant women, is not only having its day, but it’s pulling up a very welcome seat at the social table. In a trend driven by health-conscious millennials, a study by Nielsen reported that non-alcoholic beverage sales increased 33% to $331 million in the last year. It seems everyone’s starting to have their cocktail, and drink it too.
Livings and Hartmann, social creatures themselves, knew all too well that the only way to change the way the world drinks (or doesn’t), was to replicate the most popular spirits globally in a non-alcoholic format, as close to the original premium volume spirit as possible. Today, patrons not just of the home bar, but bars in the wild, are free to stay social and drink their drink, on their terms.
It’s about staying in the social loop, and entertaining friends and clients, without the negative health and wellness impacts long associated with binge and regular drinking.
Lyre’s Non-Alcoholic Spirits, which now has 18 alcohol-free classic spirits in its range including American Malt, Dry London Spirit, and Italian Spritz, as well as five ready-to-drink cans and Classico, a non-alcoholic sparkling wine, are capable of crafting 90% of the world’s best-selling cocktails.
With Lyre’s you get the premium taste you know, that lights up the cerebral cortex with the feelings that come with the joy of social gatherings, celebrations, and festive seasons. With added benefits for health-conscious cocktailing that include vegan, gluten-free, and ultra-low calorie content.
Better yet, you don’t have to make a song and dance about your low or no-alcohol decisions. Lyre’s is the frictionless swap, for the original alcoholic ingredient, delivering a sophisticated look and true-to-taste experience that won’t have you reaching for the lemonade.
Lyre’s has launched an online store launch in South Africa this year and will become the first brand in South Africa that is able to meet the needs of both trade mixologists and consumers. Dark flavours popular in South Africa including American Malt, Dark Cane Spirit and Spiced Cane Spirit, have been crafted to capture the essence of Bourbon Whiskey, and Dark Cane Spirit, a rum expression.
Lyre’s currently sells in over 60 countries online, in leading restaurants and retailers, including 20 of the World’s Top 50 bars.
Ready to begin your sober-curious to sober-confident journey? With any Lyre’s purchase, you’ll receive a free mixology lesson. Online, one-on-one, and tailored to your purchase, the fun and casual 15-minute Lyre’s mixology lesson will teach you how to make the most of your favourite Lyre’s spirit.
Simply pick a date and time that suits you and allow one of our Lyre’s Ambassadors to walk you through the wonderful world of Lyre’s and how to create some top, tasty tipples! Find out more here.
In the meantime, start enjoying Lyre’s broad range of non-alcoholic cocktails with these easy recipes:
Lyre’s Penicillin
INGREDIENTS
60mL Lyre’s American Malt
15mL Honey and Ginger Syrup
15mL Lemon Juice
30mL strong smoky tea (Lapsang souchong or Russian Caravan tea)
METHOD: Shake briefly with ice, strain over a large ice cube
GLASS: Old fashioned
GARNISH: Ginger cube on a skewer
Lyre’s Espresso Martini
INGREDIENTS
45mL Lyre’s Coffee Originale
15mL Lyre’s White Cane Spirit
45mL premium cold drip or fresh espresso 10mL premium vanilla syrup (not vanilla essence)
METHOD: Dry shake, 1/2 fill shaker with ice, shake hard briefly, fine strain
GLASS: Cocktail coupette
GARNISH: Coffee bean float
Lyre’s is available online at lyres.co.za. Join Lyre’s today and enjoy 10% off your first purchase. And keep up with all things Lyre’s on Instagram, Facebook, Twitter, Tik Tok and YouTube.
