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Lyre’s secures 1,000 new bar listings in Q1

Non-alcoholic ‘spirit’ brand Lyre’s gained more than 1,000 new bar and restaurant listings in the UK during the first quarter of 2022.

Lyre's Italian Spritz
Pub group Red Cat will stock alcohol-free Lyre’s Italian Spritz

Lyre’s said it is now the second most widely available alcohol-free ‘spirit’ in the UK on-trade. The company said it had been ‘aggressive’ in its goal of expanding its presence in hospitality venues this year.

Mark Livings, CEO of Lyre’s, said: “Our early on-trade success this year is another key milestone for Lyre’s, bringing us ever closer to realising our brand mission – to change the way the world drinks – and of becoming the world’s first unicorn brand within the category.”

Managed pub, bar and restaurant group Mitchells & Butlers is the largest new account for the firm, with 370 sites serving up to four of the brand’s best-selling alcohol-free cocktails using Lyre’s Coffee Originale and White Cane Spirit.

The non-alcoholic serves include: Espresso Martini, Mojito, Daiquiri and Pornstar Martini.

UK bar chain All Bar One and restaurant operator Brown’s will list all four serves, while country pub group Vintage Inns and steak house Miller & Carter will each offer the Espresso Martini and Pornstar Martini serves.

Pub chain Young’s will serve Lyre’s Amalfi Spritz cocktail at 180 of its 220 sites nationwide this summer. The Brasserie Blanc restaurant group will also provide the same drink.

As a result of its partnership with Alcohol Change UK as the official spirit sponsor of Dry January, Lyre’s said it had secured more than 250 accounts for the month-long booze-free period.

Among the listings are Harbour Hotels in southern England, Scottish hospitality operators Scotsman Group and Signature Group, and pub chain Head of Steam in the north of England.

Pub group Red Cat will also stock Lyre’s Italian Spritz, Pink London Spirit and its ready-to-drink Lyre’s Classico cans this summer across 120 sites nationwide.

Bar and restaurant company Drake and Morgan will list Lyre’s Pink Negroni and Amalfi Spritz on its cocktail menu across all 17 of its UK sites.

The company is set to become the fastest independent beverage brand to reach unicorn status – a valuation of more than US$1 billion.

Livings added: “Hospitality needs to keep pace with consumers’ increasingly sophisticated pallets and offer quality and choice. Consumers want to drink their favourite drinks, their way – whether it’s a non-alcoholic cocktail or single serve spirit.

“Brands like ours offer hospitality an opportunity to increase revenue per head as consumers trade up from drinking soft drinks to more complex non-alcoholic drinks.”

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