Lyre’s Spirits Co. has launched a partnership with WW, formerly known as Weight Watchers, which will see the business’ non-alcoholic spirits used in WW cocktail recipes.
Additionally, WW members will be able to use WellnessWins loyalty and rewards program to track their creations and gain access to daily recipes using Lyre’s low-carb alternative to alcoholic spirits.
“I’m so incredibly proud of the partnerships that we’re building to create more mindful, wellness and healthy drinking choices for people around the world,” said Lyre’s founder Mark Livings.
“Truly humbled that the world leader in healthy weight loss and maintenance WW is working with us at Lyre’s to deliver even more choice and reward their members’ efforts.”
The website already holds several recipes using Lyre’s products, such as an Old Fashioned, Negroni, and an Amaretti Sour.
Last year Lyre’s announced it is pursuing a stronger direct-to-consumer strategy and will be using the lessons learned through its partnerships to help its business grow faster, partnering with Future State CPG for major retail distribution.
“Our experience in launching Lyre’s across four continents has helped us to understand the importance of being close to the market,” Livings said at the time.
“Understanding what’s working, what’s not and being able to adapt with pace means this move is critical for us.”
