Lyre’s Non-Alcoholic: Fuelling the Dry January Movement for the Third Year Running

Lyre’s Non-Alcoholic, a trailblazer in the realm of alcohol free beverages, is thrilled to announce its third consecutive year as the Official Wine & Spirit of Dry January®, an initiative organised by Alcohol Change UK. 

As a renowned brand in the global non-alcoholic beverage industry, Lyre’s offers an exceptional range of sixteen alcohol free classic spirits, five ready-to-drink options, and Classico, which is a sparkling wine alternative. 

Lyre’s remains steadfast in its commitment to promoting mindful drinking and providing consumers with sophisticated alternatives to traditional alcoholic beverages, which aligns perfectly for those looking to partake in Dry January®, or simply the sober curious. 

Dry January® is a global phenomenon, with millions of participants worldwide opting to abstain from alcohol for the entire month. The initiative which is led by Alcohol Change UK, focuses on raising awareness about the effects of alcohol and supporting individuals in their journey towards better health and well-being. 

Of note in the U.K. almost nine million people took part  in Dry January® in 2023, with a staggering 88% of participants feeling a profound sense of accomplishment as well as financial savings, too. As well as this, 70% reported experiencing improved sleep, while 63% found themselves with increased energy levels after completing Dry January®. 

Lyre’s sponsorship of Dry January® underscores its commitment to empowering consumers to enjoy their favourite cocktails in a non-alcoholic format, all while nurturing a sense of community and well-being. As the official sponsor for Dry January® 2024, Lyre’s will continue to play a pivotal role in championing this global movement, supporting individuals in the quest for healthier and more mindful choices and highlighting the delectable, tasty alcohol free possibilities.  

As part of Lyre’s activation around Dry January®, the brand is joining with renowned adventurer and TV personality Ollie Ollerton, in partnership with Alcohol Change UK to present the Dry January® 10k. 

This event provides an opportunity for participants to shift their focus from traditional bar experiences to a more health-conscious lifestyle. Engaging in Dry January® 10k offers several tangible benefits, such as improved sleep, increased energy, heightened mental acuity, and financial savings. 

This event represents the commitment to personal growth and a healthier, alcohol-free beginning to the year. It stands as a testament to the rewards of embracing a mindful and balanced lifestyle. Lyre’s will be hosting dedicated offers for people to sign up to complete the challenge with Alcohol Change UK, including a giveaway of 10,000 free cocktails of its award-winning spirits in select on trade venues across the country. 

Lyre’s award-winning range of non-alcoholic spirits is designed to captivate the senses and redefine the art of alcohol-free mixology. From capturing the rich depth of whiskey to delivering the refreshing essence of gin and the tropical vibes of rum, Lyre’s offers a sophisticated alcohol-free experience. The diverse portfolio aligns directly to the brand’s vision of changing the way the world drinks.  

By providing a compelling. flavourful alternative to traditional spirits, Lyre’s is rewriting the narrative of mindful drinking, inviting individuals to relish life’s memorable moments without compromise. Hero products include Classico Grande (£9.99 per bottle), Negoni Set (£63.50),  Amaretti (£23.50), Amalfi Spritz (made from Lyre’s Italian Spritz £23.50 & Classico £9.99 per bottle), Espresso Martini Set (£44.65), Mojito (made from Lyre’s White Cane Spirit £23.50) and Passionstar Martini (made from Lyre’s Dry London Spirit £23.50 and Classico £9.99 per bottle) which can be purchased on Amazon, or the Lyre’s website. 

Paul Gloster, CEO Lyre’s comments:“We are thrilled to continue our partnership with Dry January® and Alcohol Change UK for a third year running. It is a natural fit for us, as we share the same mission of helping individuals make more mindful choices about their alcohol consumption while enjoying the flavours they love. We look forward to another year of supporting this impactful movement.” 

Richard Piper, CEO, Alcohol Change UK comments: “I am so delighted that Lyre’s are the Official Spirit and Wine of Dry January®, supporting Alcohol Change UK to reach even more people as they take part in our incredibly effective, digital behaviour change intervention. Lyre’s is a brilliant company with stunning products and we are so proud of our partnership.”

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. 

For more information, visit www.lyres.co.uk and follow @LyresSpiritCo on Instagram with #LyresSpiritCo, #Lyres and #stayspirited, and Facebook.