Amber Beverage Group has welcomed Lyre’s Non Alcoholic to its distribution portfolio with the ambition of expanding its reach in the premium beverages market.
With 72 per cent of Australian consumers now choosing to moderate their alcohol consumption, Lyre’s range of 13 non-alcoholic spirits, five RTD cocktails and a non-alcoholic sparkling wine offer a high-quality alternative for consumers who choose to moderate their drinking or abstain altogether.
Effective from 1 April, the new partnership will allow Lyre’s to deliver its portfolio of non-alcoholic beverages to a wider audience as demand continues to grow.
David Gimpelson, CEO of Lyre’s, says: “We’re excited to be partnering with Amber Beverage Group, a company that shares our commitment to quality and innovation. This collaboration will allow us to further strengthen our presence in Australia and expand our reach in the market.
“At Lyre’s, we remain dedicated to providing an authentic and satisfying cocktail experience without compromise, and Amber Beverage Group’s strong distribution network will help us enhance our presence across the country.”
Patrick Borg, Managing Director of Amber Beverage Group, added: “By joining forces with Amber Beverage Group, Lyre’s is poised to significantly broaden its reach and further solidify its status as a leader in the alcohol-free spirits category in our market.
“With Amber Beverage Group’s proven distribution network, Lyre’s will have the ability to provide its range of high-quality, non-alcoholic spirits and ready-to-drink cocktails to even more consumers around Australia, ensuring that more consumers can enjoy the unique and satisfying experience that Lyre’s offers.”
Lyre’s has more than 230 global awards to its name, and although the portfolio is popular with non-drinkers, its use of all-natural ingredients also satisfy health-conscious consumers. Between 70 and 90 per cent lower in sugar and calories than their alcoholic counterparts, Lyre’s products meet growing demand for low-sugar, low-calorie beverages.