Lyre’s reports ‘record’ e-commerce growthBy Melita Kiely
Australian alcohol-free drinks brand Lyre’s reported “record” e-commerce growth in April this year, with global sales up 400% compared to March 2020.
Lyre’s doubled its UK conversion rates last weekend (25-26 April) as it launched on both Amazon and Google Shopping in the UK. The brand has turned to direct-to-consumer sales in response to the Covid-19 crisis.
Furthermore, in the US, the brand recorded its biggest sales days to date this month.
Mark Livings, creator and founder of Lyre’s, said: “As the world grapples with the challenges of the coronavirus pandemic, we have been quick to refocus the business and are now seeing record growth across e-commerce, both in the UK and globally.
“As the movement toward lower-ABV and zero-proof drinks continues to rise, Lyre’s offers consumers an option to enjoy their drink, their way. We believe our collective medals from highly controlled blind-tasting competitions makes Lyre’s the most awarded non-alcoholic ‘spirit’ brand globally and undeniably reinforces the credibility of this new category and our range and flavour leadership.”
Lyre’s first launched in 2019 with a 13-strong portfolio comprising “replica spirits”, including an ‘absinthe’, ‘London dry spirit’ and ‘American malt’. Each variant in the brand’s portfolio is priced at RRP £23.50 (US$29) per 700ml bottle.