Low- and no-alcohol producers must not ‘cut corners’

The expansion of the low- and no-alcohol category has drawn great attention from consumers and trade alike. But who’s jumping on the bandwagon and who’s the genuine article? *This feature was originally published in the February 2020 issue of The Spirits Business The UK is at the centre of an explosion of low‐ and no‐alcohol spirits brands. First‐footer Seedlip has progressed from innovator to incubator brand at Distill Ventures and on to majority ownership by…

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Lyre’s reports ‘record’ e-commerce growth

Australian alcohol-free drinks brand Lyre’s reported “record” e-commerce growth in April this year, with global sales up 400% compared to March 2020. Lyre’s doubled its UK conversion rates last weekend (25-26 April) as it launched on both Amazon and Google Shopping in the UK. The brand has turned to direct-to-consumer sales in response to the Covid-19 crisis. Furthermore, in the US, the brand recorded its biggest sales days to date this month. Mark Livings, creator…

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Spirit ‘replica’ brand Lyre’s launches in UK

Australian alcohol-free drinks brand Lyre’s has launched its range of 13 “replica spirits”, including an ‘absinthe’, ‘London dry spirit’ and ‘American malt’, in the UK. Named after the Australian lyrebird, which has the ability to mimic natural and artificial sounds, Lyre’s is described as “the world’s most comprehensive range of alcohol-free spirits and liqueurs”. For three years, the Lyre’s team worked with sommeliers to create the flavour profile of each product, using a combination of…

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