Lyre’s signs three-year partnership with Alcohol Change UK as The Official Spirit of Dry January

Lyre’s, the world’s most awarded non-alcoholic spirits company, has signed a three year partnership with Alcohol Change UK as The Official Spirit of Dry January, starting January 2022. Alcohol Change is the charity behind Dry January; a world-renowned behaviour change campaign that helps people to manage their relationship with alcohol long-term by going alcohol free for the month. Over 6.5m people participated in Dry January last year and the campaign drives awareness of the health and social benefits of mindful and moderate drinking.

Lyre’s will be hosting a range of events and brand partnerships across Dry January as The Official Spirit partner. Lyre’s will showcase their diverse and unrivalled portfolio of non-alcoholic spirits and serves. The range of 14 spirits, 5 ready-to-drink cocktails and newly launched Classico, an alcohol free homage to Prosecco, all deliver the flavour of the original classics on which they’re modelled in a completely alcohol free format. This allows people to enjoy their favourite drink of choice and keep their Dry January goals on track. The range allows consumers to create more than 90% of the world’s best-loved cocktails. People who plan to go dry this January can embrace a month of alcohol free living and still enjoy their favourite drink in more than a thousand venues across the UK, or craft alcohol-free creations at home.

Mark Livings, CEO & Co-founder Lyre’s, comments: “We started Lyre’s with a bold mission, to change the way the world drinks. Our global success has shown that there’s incredible demand for premium non-alcoholic drinks. We believe it is part of our role to educate and showcase the wide range of options available to them, whether they want to stop or moderate. We are delighted to be partnering with Alcohol Change UK who are an incredible organisation supporting people on their journey to more mindful drinking. The three year partnership reinforces Lyre’s category leadership position, and brings to life our mission to give consumers the freedom to enjoy their favourite drink with no compromise. “

Richard Piper, CEO, Alcohol Change UK comments: “Alcohol Change UK is thrilled to announce Lyre’s as The Official Spirit of Dry January. The Dry January experience is all about quality, experimentation, and better times. Lyre’s Non-Alcoholic Spirits are the perfect embodiment of those values. We’re delighted that Lyre’s is taking such an active role in supporting people to change the way they drink in the long term.”

Lyre’s portfolio of non-alcoholic spirits and liqueurs is fast becoming a back-bar staple of celebrated drinking dens around the world including The Goring London, Meghan’s, Lab 22, The Coral Room and The Ivy across the UK. The full Lyre’s range is available at www.lyres.co.uk.

The brand has picked up an incredible array of medals and is the most awarded non-alcoholic drinks brand globally with over 300 medals, wowing industry thought-leaders and judging panels at the most rigorous blind tasting awards – regularly outscoring their alcoholic equivalents – including the International Spirits Challenge, Global Masters Spring Blind Tasting Awards and the London Spirits Competition.

Consumers who wish to Try Dry this Dry January can do so by registering on the Alcohol Change UK website or by downloading the Try Dry app. Here, users will find a host of useful tips and tricks to help them get through the month, as well as more information on Lyre’s official sponsorship.