Renowned DJ and music producer David Guetta is breaking new ground by entering the non-alcoholic spirits industry, joining forces with leading brand Lyre’s to transform the global drinking experience. Fresh off his 2024 Grammy nominations, Guetta aims to redefine the traditional “cheers” moment at events and dispel the stigma associated with non-alcoholic alternatives.
Guetta’s involvement extends beyond brand ambassadorship; he has taken a stake in Lyre’s, leveraging his global influence with over 100 million engaged fans across social networks. This strategic partnership aims to introduce Lyre’s onto menus at venues worldwide, ensuring that individuals can enjoy better-for-you options and always feel included, whether watching their favourite artists at festivals or relaxing at home.
In a press release, Guetta expressed his enthusiasm for this groundbreaking partnership: “We’re about to change the party scene together! Now, everyone can enjoy great-tasting drinks without alcohol, no matter where you are – at a bar, a club, or just chilling at home. It’s all about inclusivity and freedom of choice.”
This collaboration aligns with the growing “sober curious” movement, reflecting a cultural shift toward mindful consumption and a desire for healthier alternatives.
Guetta’s commitment to the cause is evident in his acknowledgment of the challenges faced by non-drinkers, especially in the high-energy environment of music festivals and nightclubs. “There’s always that ‘cheers’ moment at events,” he explained. “Many people think it’s bad luck to ‘cheers’ with water, but Lyre’s offers a non-alcoholic alternative that allows me to enjoy the moment with a quality drink, without consuming alcohol.”
Lyre’s, a leading non-alcoholic spirits brand, is thrilled to have Guetta on board. Co-founder Carl Hartmann said, “I’m excited and privileged to announce our partnership with David Guetta. As one of the greatest DJs and producers of all time, I can think of no one better to help us on our mission to change how the world drinks.”
To celebrate this groundbreaking collaboration, Lyre’s is offering a complimentary bottle of Lyre’s Classico Grande to every customer purchasing any 700ml spirit via their online store from November 20-27, 2023.
The partnership with Guetta is poised to make premium non-alcoholic beverages more accessible globally, making moderation and mindful drinking choices readily available. Lyre’s extensive range includes non-alcoholic versions of classic spirits, ready-to-drink cocktails, and the award-winning Classico Sparkling. With products available in over 40 markets, Lyre’s uses natural essences, extracts, and distillates to replicate the aroma, taste, and appearance of traditional alcoholic drinks.