Young non-alcoholic spirits brand Lyre’s to move into retail, on-premise

Australian non-alcoholic spirits brand Lyre’s is pursuing a stronger direct-to-consumer strategy as the firm expands its distribution.

The year-old company is maintaining its e-commerce pathway while simultaneously establishing a new team to assist F&B businesses introduce premium non-alcoholic drinks into their dining venues. The move is expected to yield strong consumer insights as well as improve speed to market of new additions to the Lyre’s product range.

As the firm works with wholesalers to expand its market, it has also partnered with Future State CPG for major retail distribution within the territory.

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

“The insights we gather from both direct e-commerce and our other partners around the world can be shared with Australian venues to help them grow a new profitable category within their business.”

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