Lyre’s boosts UK agave ‘spirits’ availability

Non-alcoholic ‘spirit’ brand Lyre’s has secured new UK listings for its agave bottlings, and launched a national roadshow in UK cities.

Lyre’s Agave Blanco and Agave Reserva ‘spirits’ have expanded their availability in the UK, in time to mark Mexican festival Cinco De Mayo on 5 May.  The new bottlings boast notes of citrus, pepper, pine, spices and oak.

The launch will be accompanied by the brand’s first 360° marketing campaign which will include above-the-line, public relations and influencer activity, as well as digital adverts. There will also be a national roadshow in UK cities London, Brighton, Bristol and Manchester, with the Lyre’s Margarita, made using the Agave Blanco offering, on offer to more than 40,000 consumers.

The roadshow will kick off with a London launch event, featuring a live DJ set with Lyre’s ambassador Fat Tony, before travelling to other cities.

Mark Livings, Lyre’s CEO and co-founder, said: “Attitudes towards alcohol are changing and with it, the no-and-low category continues to gain momentum. IWSR forecasts the category will grow by 8% compound annual growth rate (CAGR) between 2021 and 2025, demonstrating that the appetite for non-alcoholic alternatives is here to stay.

“We’re committed to providing mindful drinkers with the flavour profiles and drinking experiences they already know and love, so invest heavily in researching, testing and refining every single one of our spirits to guarantee a like-for-like experience.

“Our agave variants are testament to this. The challenge in developing the unique balance of flavours, nose and burn that comes with a traditional Tequila was no easy feat. But we’re happy with the product we’ve developed and look forward to bringing it to the UK market so they too can make it a Lyre’s this Cinco de Mayo.”

To coincide with the Mexican festival on 5 May, Lyre’s has also secured a number of new on-trade listings in bars and restaurants throughout the UK, leading with its signature Lyre’s Margarita serve. Bars include London-based venues Drake & Morgan, which will feature the serve at two of its sites; The Drift; and Devonshire Terrace.

The new 700ml bottlings will also be listed in Manchester’s upcoming cocktail hotspot, Blinker, led by ex-Gordon Ramsey bar boss Dan Berger. The new bar, which will open its doors in Spring Gardens next month, will list five Lyre’s cocktails in total, including: Lyre’s Espresso Martini; Lyre’s Martini; Lyre’s Classico; Lyre’s Blinker; and the Lyre’s Margarita.

Lyre’s Agave Blanco Spirit and Lyre’s Agave Reserva Spirit are available to purchase online and through e-commerce sites for RRP £23.50 (US$30.59).

Earlier this month, Lyre’s confirmed it gained more than 1,000 new bar and restaurant listings in the UK during the first quarter of 2022.