Lyre’s Non-Alcoholic Spirits moves to self distribution

July 30, 2020
By Ashley Pini

Just 12 months since its launch, the Lyre’s Non-Alcoholic Spirits brand is changing its distribution model.

Mark Livings (above), CEO and co-founder of Lyre’s Non-Alcoholic Spirits, told Drinks Trade magazine: “Our experience in launching Lyre’s across four continents has helped us to understand the importance of being close to the market. Understanding what’s working, what’s not and being able to adapt with pace means this move is critical for us”.

Lyre’s picked up 11 medals at the prestigious London Spirits Competition just last week, and is just completing the highly successful Dry July national campaign with Dan Murphy’s.

Current distributor Swift + Moore confirmed Lyre’s decision to part ways from August 1.


Managing director Cameron Crowley said: “Swift + Moore is extremely pleased with the successful launch of the Lyre’s brand into the Australia market and the significant growth achieved over the last 12 months.

“More recently the national launch into Dan Murphy’s, secured by Swift + Moore, and the success of the brand as part of Dan’s Dry July Campaign.

“Brand building is a team effort and we could not be prouder of our chain, retail and wholesale partners who along with the extended Swift + Moore family, and our brand partners, have combined to create a world class offer.

“We respect Lyre’s decision to move to self-distribute and take on a more direct and active role in guiding the brand to continued success. We look forward to seeing the brands ongoing success in the Australian market.”

Lyre’s will continue its direct-to-consumer e-commerce strategy while also creating its own on and off-premise teams, tasked with introducing premium non-alcoholic drinks to the trade.

Lyre’s will also take over the wholesale trade while commencing a partnership with Future State CPG.

Paul Gloster, marketing director for Lyre’s said: “The ‘No’ and ‘Low’ alcohol space is rapidly progressing and Lyre’s ability to react quickly and be more responsive to changing market conditions is key to this decision.”

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