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Lyre’s launches ‘world’s first’ booze-free baijiu

Non-alcoholic ‘spirits’ producer Lyre’s has created the ‘world’s first’ alcohol-free baijiu alternative, which will be available exclusively in China.

Lyre’s Baijiu Spirit
Lyre’s Baijiu Spirit aims to ‘capture a significant proportion of the baijiu market’

Lyre’s said the China-exclusive launch will ‘unlock a significant market opportunity’, with baijiu sales accounting for 23% of all spirits consumed globally.

The baijiu category is valued at US$100 billion a year, with 99% of the spirit’s consumption occurring in China, according to consulting firm Ries.

Lyre’s Baijiu Spirit has been refined over two years to replicate the traditional Chinese product.

“Baijiu sales represent almost one-quarter of all spirits sold globally each year, with over five billion litres being consumed in China annually, and yet, until our launch, there has been no non-alcoholic baijiu in existence,” said Mark Livings, Lyre’s co-founder and CEO.

“The growth of the non-alcoholic category – and mindful consumption generally – is transcending borders and cultures.

“Whilst the vast majority of baijiu consumption will undoubtedly remain alcoholic, there are a whole host of situations where individuals may want to take part in the baijiu drinking custom or create baijiu-based cocktails that we see on trend throughout China’s luxury hospitality sector, in a non-alcoholic format. A fraction of this US$100 billion market would be very significant.”

Lyre’s entered China in 2020, with its American Malt, Dry London Spirit and Italian Spritz products now available in the market.

The non-alcoholic ‘spirits’ producer said it would use its ‘first-mover advantage’ and its in-country team to capture a ‘significant’ proportion of the baijiu market and grow the brand’s regional footprint.

Lyre’s Baijiu Spirit will be available in hotel chains across China, including The Ritz Carlton Shanghai and Edition Hotels, as well as Guangzhou bar Hope & Sesame.

The alcohol-free ‘baijiu’ is the 17th non-alcoholic product in the brand’s portfolio, following the recent launches of Tequila alternatives, Agave Bianco and Agave Reserva, and Pink London Spirit.

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

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