Lyre’s non-alcoholic spirits is “re-aligning” its Australian distribution strategy, moving its portfolio to a self-distribution model.

Mark Livings, Lyre’s CEO and Co-Founder said that the move will bring the brand market insights that will help it adapt to market trends.

“Our experience in launching Lyre’s across four continents has helped us to understand the importance of being close to the market. Understanding what’s working, what’s not and being able to adapt with pace means this move is critical for us,” Livings said.

Since its launch in May last year, Lyre’s has received multiple awards including 10 awards at the 2020 San Francisco World Spirits Competition, and last week it picked up 11 medals at the London Spirits Competition.

Cameron Crowley, Managing Director, Swift + Moore, confirmed Lyre’s decision to self-distribute from August 1.

“Swift + Moore is extremely pleased with the successful launch of the Lyre’s brand into the Australia market and the significant growth achieved over the last 12 months,” Crowley said.

He added: “More recently the national launch into Dan Murphy’s, secured by Swift + Moore and the success of the brand as part of Dan’s Dry July Campaign, has marked an exciting and significant milestone that has created a significant ongoing platform for future growth.

“Brand building is a team effort and we could not be prouder of our chain, retail and wholesale partners who along with the extended Swift + Moore family, and our brand partners, have combined to create a world class offer.

“We respect Lyre’s decision to move to self-distribute and take on a more direct and active role in guiding the brand to continued success. We look forward to seeing the brands ongoing success in the Australian market.”

Lyre’s said it would be creating a dedicated on- and off-premise team that will work with venues to introduce its portfolio into their business. Livings said that as consumer drinking trends continue to evolve the new model will help keep Lyre’s at the forefront of the category.

“A year in and we have learnt a lot about the Australian market and how we can create more accessibility to Lyre’s products in our home country. Drawing on key learnings from our global expansion will take us to our next stage of growth at home,” he said.

Lyre’s will continue to partner with the important wholesale trade who service the market and commence a partnership with Future State CPG who will be responsible for major retail distribution in Australia following a transition.

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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