Tapping into the growing ‘low-and-no’ trend, award-winning non-alcoholic brand, Lyre’s, has launched three pre-mixed RTDs in time for summer.

The range comprises Classic G&T; Amalfi Spritz; and Classico, a non-alcoholic prosecco-style sparkling and will be available for retailers from early 2021.

Mark Livings, Lyre’s Co-founder and CEO, said: “The Lyre’s core non-alcoholic spirit range has become so widely adopted that our drinkers are looking for more formats for more occasions. The RTD range has been created to give everyone the freedom to enjoy their drink their way, without the booze.

“With nearly a quarter of young Australians (21 per cent of 18-24-year-olds and 24 per cent of 25-29-year-olds) choosing not to drink at all, it’s important to have Lyre’s available as a convenient, refreshing option to enjoy at the beach, park, on a boat or wherever the summer adventure takes you.”

Livings said that recent data from not-for-profit group, Hello Sunday Morning, shows Gen Z has the lowest weekly alcohol consumption of all age groups, followed by millennials who were less likely to drink every day than the baby boomer generation.

The pre-mixed range was created by the Lyre’s global flavour architect, David Murphy, who said: “A glass of sparkling, the Spritz and a refreshing G&T are staples of summer.

“Our Lyre’s Classico evokes the classic grape and melon bouquet with a suitably dry finish. The Lyre’s Amalfi Spritz balances bittersweet citrus and rhubarb for a perfect aperitivo, whilst Lyre’s G&T hits the mark with a generous mix of juniper, citrus blossom, and floral scent.”

The RTD range is available as a 4x250mL pack in a carton of 6×4 (24 cans in total) at a cost of $18.99. Available online at lyres.com.au from early December and in stores early 2021.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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