Lyre’s wins big at Imbibe no and low taste awards

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Premium non-alcoholic spirit brand Lyre’s has won multiple awards at Imbibe’s inaugural No and Low Taste Awards, adding to its growing trophy cabinet following 10 medals at this year’s prestigious San Francisco World Spirits Competition that has seen the brand recognised as the most awarded non-alcoholic spirit company in the world.

Launched in 2019, with a portfolio of 13 premium non-alcoholic spirits, Lyre’s has captured the imagination of consumers and industry influencers and these awards reflect the brands excellence in terms of taste, nose and aroma.

In its inaugural year, the Imbibe No & Low Taste Awards is the first competition to recognise the drinks industry’s championing of the no- and low-alcohol movement.  As one of the fastest growing drinks categories – Lyre’s saw a 400% increase in ecomm sales during March 2020 – the awards reflect the quality and range of no and low products available in the UK.

Judged by a panel of leading industry experts and with over 150 products entering the five different headline categories Lyre’s faired brilliantly; Lyre’s American Malt was overall category winner in the best No & Low Dark Spirit category; Lyre’s Coffee Originale won the Back Bar Essential No & Low Award – a special judges award that recognised Coffee Originale as a must-have product on any bar –  andLyre’s Italian Orange was highly commended in the No & Low Aperitif category.

Laura Willoughby, MBE, Club Soda founder and judging chair of the Imbibe No and Low Taste Awards said: “You think you know all about no and low alcohol drinks, but then you are presented with nearly 160 brands in one go and you realise that this space is a big melting pot of innovation. I have come out of this whole process with real excitement for the no and low space and its potential. It is clear this category is only just getting started!”

Lyre’s is at the forefront of the mindful drinking movement, offering consumers the freedom to enjoy their favourite drinks their way, whether that’s cutting back or substituting for a non-alcoholic alternative and generally with its portfolio of 13 flavour profiles that pay homage to the flavours and aromas of the world’s favourite spirits, inspiring people to create beautifully crafted non-alcoholic drinks their way.

Mark Livings, creator and founder of Lyre’s, comments: “Recognition from industry leaders like Imbibe is always important, and the fact that this is the first ever awards dedicated to no and low makes these awards even more special. Creating our portfolio was a three-year process that saw us work with the world’s most recognised sommeliers. Our pursuit of perfection was unwavering and each Lyre’s product combines all-natural essences, extracts and distillates to match the aroma, taste, appearance and tell-tale burn of time-tested spirits. Over a short period, the brand has picked up more awards than any of its competitors becoming the most awarded non-alcoholic spirit brand in the world, picking up accolades from around the world.

“When the concept for Lyre’s was in its infancy, we knew the category would explode and that consumers would be looking for choice and premium quality no and low spirits. We’ve been proven right and are developing a series of product innovations that we’re excited to share later in the year.”

The brand is named in honour of the lyrebird, an Australian breed known for its ability to mimic the birdsong of any other creature it hears. The Lyre’s range draws from a library of over 12,500 extracts, all-natural essences and distillates to replicate classic spirits, all derived from a proprietary mix of international fruits, spices, and botanicals. All Lyre’s products are vegan-friendly, gluten-free, dairy-free and low cal.

The Lyre’s collection is available for purchase on www.lyres.co.uk. Each variant retails at £23.50 for a 700ml bottle and £10.99 for a 200ml bottle with multiple gift set options. Lyre’s is also encouraging its ever-growing audience to discover the joy of making great no and low cocktails at home and are offering a complimentary 15 minute virtual cocktail master class with every bottle purchased during July and August 2020.