Lyre's signs deal as official Dry January drinks partner

Non-alcoholic spirits brand Lyre's has signed a deal to become the official partner of Dry January.

The Australian company has signed a three-year deal with Alcohol Change UK as the 'Official Spirit of Dry January', starting in 2022. Now world-renowned, the Dry January campaign encourages people to go alcohol free for a month, and drives awareness of the benefits of mindful and moderate drinking. Participation is growing year on year, with more than 6.5 million people taking part in 2021.

As part of its deal with Alcohol Change UK, Lyre's will be hosting a range of events and brand partnerships throughout Dry January to showcase its diverse portfolio, which includes 14 non-alcoholic spirit alternatives, five ready-to-drink options, and a sparkling wine-style drink. Since launching in 2019, Lyre's has expanded its distribution to 50 markets including the US, Australia, New Zealand, Hong Kong and Europe.

Lyre's founder and CEO Mark Livings said: "We started Lyre's with a bold mission: to change the way the world drinks. Our global success has shown that there's incredible demand for premium non-alcoholic drinks. We believe it is part of our role to educate and showcase the wide range of options available, whether people want to stop or moderate.

"We are delighted to be partnering with Alcohol Change UK, an incredible organisation supporting people on their journey to more mindful drinking."

Richard Piper, CEO of Alcohol Change UK, said: "The Dry January experience is all about quality, experimentation, and better times. Lyre's Non-Alcoholic Spirits are the perfect embodiment of those values. We're delighted that Lyre's is taking such an active role in supporting people to change the way they drink in the long term."

Those who want to register for Dry January 2022 can do so on the Alcohol Change UK website, or by downloading the Try Dry app, where users can also find tips and tricks for the challenge.

13 December 2021 - Bethany Whymark