Lyre’s introduces refreshed packaging
Non-alcoholic ‘spirits’ producer Lyre’s has unveiled a packaging design and rebrand across all of its 700ml bottles and ready-to-drink (RTD) cans.
Set to debut globally on e-commerce in the fourth quarter of 2025 before rolling out in select markets in early 2026, the refreshed look underscores Lyre’s mission to ‘change the way the world drinks’ by offering premium, non-alcoholic alternatives to spirits.
“We created Lyre’s to offer an elevated alternative for those who seek the taste and occasion of classic cocktails – without the alcohol,” said David Gimpelson, Lyre’s CEO. “This new design not only enhances our brand desirability but also resonates with the next generation of mindful drinkers who want to moderate their alcohol consumption while still enjoying the taste, experience, and sophistication of classic cocktails.”
The Lyre’s portfolio currently boasts 11 ‘spirits’, five RTD cocktails and two non-alcoholic sparkling wines.
It is estimated that a bottle of Lyre’s is sold every 30 seconds in more than 60 countries worldwide.
The new packaging boasts a vibrant, modern design that amplifies key brand assets, including Lyre’s signature navy blue colourway, metallic finishes, and the ‘instantly recognisable’ lyrebird.
It looks to highlight the brand’s award-winning credentials and showcase its commitment to natural flavours and low-calorie options. The packaging also features QR codes linking to cocktail inspiration, making it easier for consumers to explore Lyre’s mixology.
Alongside the refreshed look, Lyre’s will introduce a global bottle and naming update to boost sustainability and shopper clarity.
Since July 2025, the brand has packaged all of its non-alcoholic ‘spirits’ in lighter, Saverglass bottles. These cut each vessel’s weight by nearly half and lower carbon emissions in production and shipping.
A new roll-on pilfer-proof (ROPP) closure will improve packaging integrity and reduce plastic waste.
Product names will also transition to clearly reference their classic cocktail counterparts. For example, ‘Dry London Spirit’ will become ‘Gin Alternative’, and ‘American Malt’ will become ‘Bourbon Alternative’. However, the liquids inside remain unchanged.
Hero awards and medals are prominently displayed, along with benefits such as a 95% reduction in calories compared with traditional spirits.
The brand’s RTD packs also include cocktail recipes designed to encourage trade-up to Lyre’s 700ml bottles.
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