Lyre’s offers 10,000 free cocktails for Dry JanuaryBy Melita Kiely
Booze-free brand Lyre’s is encouraging consumers to continue visiting bars and pubs during Dry January with a giveaway of 10,000 free non-alcoholic cocktails.
Alcohol-free ‘spirits’ brand Lyre’s has partnered with Alcohol Change UK for a second year to sponsor Dry January, a campaign that encourages consumers to abstain from booze during the first month of the year.
In January, the brand will give away 10,000 free drinks across 700 on-trade establishments in the UK.
Lyre’s will also be giving away 10,000 free bottles of its alcohol-free ‘spirits’ to people who register to take part in Dry January via the Try Dry app.
Furthermore, the brand will donate £1 (US$1.25) from every bottle of Classico sold between December and February to Alcohol Change UK.
Mark Livings, CEO and co-founder of Lyre’s, said: “We know that social occasions and alcohol go hand in hand for a lot of people, so it’s no surprise that during Dry January, fewer people head into bars and pubs because they think there’s going to be nothing on offer for them.
“As part of our partnership with Alcohol Change, we’re really trying to challenge those perceptions.
“We’ve invested a huge amount of time and effort in increasing our on-trade distribution over the past two years, ensuring that people can still enjoy the same great taste of their favourite drinks in their favourite bars without the alcohol.
“Dry January is an amazing platform that enables us to speak directly to people who may not have heard of Lyre’s before or who may be discovering the world of non-alcoholic drinks for the first time.
“We hope that by showing them the versatility and range we offer at Lyre’s, they will be more open to continuing their mindful drinking journey with us – even after Dry January is over.”
Lyre’s enjoyed a 300% sales spike during January 2022, led by its gin and whisky alternatives.