News

Lyre’s backs minority communities

09 January 2025 By Rupert Hohwieler

Non-alcoholic ‘spirits’ brand Lyre’s is donating a portion of its January sales to support research on alcohol’s impact on minority communities.

Returning as a official partner of Dry January USA for the third year, in partnership with Meharry School of Global Health, the non-alcoholic ‘spirits’ producer will be supporting the school with its research on the health impact alcohol has in minority communities.

During Dry January the brand will donate US$1 to the school for every bottle sold.

David Gimpelson, CEO of Lyre’s, said: “Our goal is to give people the freedom to enjoy drinks their own way, and that’s what Lyre’s does, allows people to enjoy the same great cocktails without alcohol.

“As mindful drinking continues to grow, we want to be there every step of the way for consumers, those who are looking to test out the sober lifestyle in Dry January or continue it year-round.”

Dry January was an initiative originally launched in 2013 by Alcohol Change UK, however its influence has extended to the States where more than 30% of Americans were said to participate in the challenge in 2024, Lyre’s noted.

The US is a market that Lyre’s is betting big on and will take 75% of its focus going forward.

New CEO Gimpelson, who joined last November after serving as president of Calirosa Tequila, said he feels that the opportunity for category growth is “the largest in the US”.

Previous Dry January initiatives from the brand have seen it giveaway 10,000 free non-alcoholic cocktails in January 2023. Meanwhile in January 2022, Lyre’s reported a 300% sales rise led by its gin and whisky alternatives.

In the January 2025 issue of The Spirits Business magazine, we explored how bars are taking a more optimistic view of Dry January, rather than the dread that the month was once met with.