Non-alcoholic spirits specialists Lyre’s has been named as an official partner to the Dry July Foundation, with the goal of raising money for the Foundation, and encouraging Australians to sign up to Dry July.

Lyre’s marked the partnership by announcing that for the month of July, 10 per cent of all sales from the Lyre’s website will go to the Foundation.

In a statement to press, Lyre’s said: ‘The annual Dry July fundraising campaign aims to create a better life for people affected by cancer, something Lyre’s are passionately behind already through their McGrath Foundation work.

In addition, the company will undertake awareness-raising activity both in-store an online, and will be forming at team to participate in the Dry July challenge themselves.

Lyre’s Co-Founder, Carl Hartmann, is amongst those taking part, and was on-hand to comment about the new partnership.

“We are absolutely delighted to be partnering with Dry July Foundation, an incredible organisation enabling not only the discovery of benefits a break from alcohol bring, but also delivering meaningful charitable contributions to an array of great causes through their month-long challenge,” Hartmann said.

Mark Livings, Lyre’s other Co-Founder, echoed Hartmann’s sentiments, saying: “We started Lyre’s with a single vision: to change the way the world drinks.”

“Our growing, global success has shown that there’s incredible demand for premium non-alcoholic drinks,” Livings continued.

“We believe it is part of our role to educate and showcase the wide range of options available, with people finding their way to our brand whether moderating, take a break, or stopping with alcohol entirely.”

The social aspect of Lyre’s partnership with Dry July was emphasised by Dry July Chairman, Ian Elliot.  

“For many, the Dry July challenge is not so much that they can’t do without alcohol, but rather they may feel a little antisocial in a group where everyone else is enjoying a drink.

“The nice thing about our Lyre’s campaign partnership is that it points participants to a non-alcoholic substitute they can enjoy in a social setting, whilst maintaining their fundraising commitment.”

Lyre’s now has a range of some 18 different non-alcohol ‘spirit’ variants, designed to provide both bartenders, retailers and drinkers with a range of options.

Sign up for the Dry July challenge here.

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