Lyre’s, the world’s most awarded non-alcoholic spirits company, continues to lead strong growth and awareness of the non-alcoholic category with the introduction of six new products. Introducing Pink London Spirit, an alcohol-free homage to pink gin and five ready-to-drink premix drinks: G&T, Amalfi Spritz, Classico, American Malt & Cola and Dark ‘n Spicy.  Distribution is available to the UK via Proof Drinks and the Lyre’s website and showcasing at Imbibe Live (13-14 September 2021).

Lyre’s Pink London Spirit has been developed exclusively for the UK and will appeal to mindful drinkers and the 1.6 million British drinkers who already love pink gin but may want to enjoy their favourite tipple in a non-alcoholic version without compromising on taste or serve. Easily enjoyed in your favourite craft cocktail, Pink London Spirit also delights over ice with a splash of premium tonic water and the addition of sliced fresh strawberries and a sprig of mint.

“Following the huge demand for pink gin in the UK, we created Pink London Spirit to bolster the Lyre’s collection and provide even more options for the sophisticated drinker to enjoy their favourite drink or cocktail of choice without the alcohol,” says Mark Livings, Lyre’s CEO and Co-Founder. “The impossibly-crafted Pink London Spirit will be a great alternative for moderate drinkers within the pink gin category, which is currently the 2nd biggest seller within the UK spirit market.”

Lyre’s five RTD premix drinks including G&T, Amalfi Spritz (Lyre’s interpretation of the popular Aperol Spritz), Classico (a sparkling prosecco style), Dark ’n Spicy and American Malt & Cola are signature drinks that can be enjoyed at any time and contain the perfect ratio of ingredients to deliver a great tasting non-alcoholic cocktail.

Mark continues: “The popularity of the Lyre’s core non-alcoholic spirits range and consumer demand for low calorie, premium non-alcoholic beverages for multiple occasions have driven the development of this RTD range.  In 2020, ISWR* reported RTDs as the only drinks category that saw a significant growth in the UK, up 8.6%, and the only category expected to be larger in 2024 than it was in 2019**.  With reports highlighting almost one in three adults in the UK having trialed a no/low-alcohol beer, wine or spirit within a recent six-month period ***, it’s important for us to have a portfolio of products available for consumers to enjoy whether that’s in the home, a bar or on the go.”

Lyre’s portfolio which already includes 13 impossibly-crafted non-alcoholic spirits and liqueurs is fast becoming a back-bar staple of celebrated drinking dens around the world. Available in more than 50 countries, Lyre’s can be found in venues of the highest distinction, including The Ivy London, Eleven Madison Park in New York, Quay Restaurant in Sydney, and The Tippling Club in Singapore.

Lyre’s will showcase Pink London Spirit and its ready-to-drink range at Imbibe Live (13-14 September 2021).

*ISWR 2020 report

**ISWR 2020 report

***- Alcohol Change, June 2021