Lyre’s, the world’s most awarded non-alcoholic spirits brand, prepares to kick off its second year in partnership with Alcohol Change UK by further amplifying its sponsorship of Dry January®. As a headline partner of the charity’s world-renowned behaviour change campaign, Lyre’s will now cover two categories; Official Spirit and Official Wine Sponsor. It will also be launching a host of multi-channel activities and special offers to support participants taking part in Dry January®, as well as donating £1 for every bottle of Classico sold to Alcohol Change UK.
Dry January® helps people manage their relationship with alcohol long-term by going alcohol free for the month. With millions expected to not be drinking in January 2023, Alcohol Change UK is asking people to sign up to Dry January® by downloading the Try Dry app for their daily motivational emails via their website. 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 bottles of its award-winning spirits for those who register via the Try Dry® app. This will be supported by a leaflet door drop campaign targeting over 70,000 Londoners and a co-branded fundraising event organized by Alcohol Change UK and Align Events taking place in London on Thursday 19th January.
This year, Lyre’s will make its range of premium spirits, cocktails and is award-winning Italian sparkling variant more discoverable and accessible to mindful drinkers across the UK than ever before. As part of a nationwide initiative developed in partnership with over 700 bars, pubs and restaurants, Lyre’s will be giving away no less than 10,000 free non-alcoholic cocktails over the month of January. Key on-trade partners include nationwide chains such as Mitchell & Butler, Youngs, Head of Steam and The Ivy, along with a national stream of independent sites. A full list of participating sites and offers will be listed on the Lyre’s venue locator.
As part of its new title as the Official Wine Sponsor of Dry January®, Lyre’s is also planning a series of dedicated activations around its award-winning Italian sparkling wine variant, Classico, donating £1 from every bottle of Classico 75cl sold to Alcohol Change UK. Its UK retail shop and bar at Bluewater shopping centre will continue to run into Dry January®, championing Lyre’s Classico Grande 75cl – along with a selection of other premium non-alcoholic spirits. In addition to the retail offering, the pop-up will also feature a bar, serving up some of the brand’s signature cocktails including; Salted Caramel Espresso Martini, Margarita, Amalfi Spritz and a Festive Mimosa.
Lyre’s range of 16 spirits, five ready-to-drink cocktails and Classico sparkling, 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 favorite drink in more than four thousand venues across the UK, or craft alcohol-free creations at home.
Mark Livings, CEO & Co-founder Lyre’s comments: “We know that social occasions and alcohol go hand-in-hand for a lot of people, so it’s no surprise that during Dry January®, fewer people head into bars and pubs because they think there’s going to be nothing on offer for them. As part of our partnership with Alcohol Change, we’re really trying to challenge those perceptions. We’ve invested a huge amount of time and effort in increasing our on-trade distribution over the past two years, ensuring that people can still enjoy the same great taste of their favourite drinks in their favourite bars without the alcohol. Dry January® is an amazing platform that enables us to speak directly to people who may not have heard of Lyre’s before or who may be discovering the world of non-alcoholic drinks for the first time. We hope that by showing them the versatility and range we offer at Lyre’s, they will be more open to continuing their mindful drinking journey with us – even after Dry January® is over.”
Richard Piper, CEO, Alcohol Change UK comments: “Alcohol Change UK is thrilled to have Lyre’s on board as an partner of Dry January® for the second year in a row – now as both the Official Spirit and Official Wine sponsor. The Dry January® initiative is all about showcasing the possibilities you can have and the positive changes you can create when you’re not drinking – and Lyre’s is the non-alcoholic brand really spearheading that ethos.”
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.