Lyre’s unveils non-alcoholic ‘pink gin’ and RTDsBy Kate Malczewski
Non-alcoholic ‘spirits’ producer Lyre’s has created a no-ABV alternative to pink gin and a new ready-to-drink (RTD) range.
The Australian company, which was valued at more than £100 million (US$138.7m) earlier this year, has been busy with new product development.
First up, Pink London Spirit was developed exclusively for the UK market.
It aims to target “moderate drinkers” who are fans of pink gin, according to Lyre’s CEO Mark Livings.
“Following the huge demand for pink gin in the UK, we created Pink London Spirit to bolster the Lyre’s collection and provide even more options for the sophisticated drinker to enjoy their favourite drink or cocktail of choice without the alcohol,” he said.
The new expression retails for £23.50 (US$32.46) per 700ml.
Meanwhile, the new premixed range is made with non-alcoholic ‘spirits’ from the brand’s portfolio, and features five cans: Amalfi Spritz, Classico, G&T, Dark & Spicy and American Malt & Cola.
Livings explained that the RTD collection is Lyre’s answer to the growing thirst for convenience drinks.
“The popularity of the Lyre’s core non-alcoholic ‘spirits’ range and consumer demand for low-calorie, premium non-alcoholic beverages for multiple occasions have driven the development of this RTD range,” he said.
“In 2020, ISWR reported RTDs as the only drinks category that saw a significant growth in the UK, up 8.6%, and the only category expected to be larger in 2024 than it was in 2019.
“With reports highlighting almost one in three adults in the UK having trialled a no/low-alcohol beer, wine or spirit within a recent six-month period, it’s important for us to have a portfolio of products available for consumers to enjoy whether that’s in the home, a bar or on the go.”
The RTD range is available to purchase for £8.99 (US$12.42) per four-pack of 250ml cans.