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Lyre’s surges to record growth as it wins big at San Francisco Word Spirits Competition

Premium non-alcoholic spirit brand Lyre’s sees record e-commerce growth as it pivots to direct-to-consumer sales in response to COVID-19 and wins big at the San Francisco World Spirits Competition becoming the most awarded portfolio of spirits globally in the non-alcoholic spirits category.

Launched in 2019, Lyre’s has seen a 400% increase in global sales compared to this time last month and doubled its UK conversion rates last weekend, while in the US the brand saw its largest revenue sales days to date. It also launched last week on both Amazon and Google Shopping in the UK.

Lyre’s is at the forefront of the mindful drinking movement, encouraging people to drink more carefully especially during this period of isolation by either cutting back or substituting for a non-alcoholic alternative, and generally inspiring them to create beautifully crafted non-alcoholic drinks. Recent research from global data analytics company Nielsen suggests that the sale of alcohol has increased by 291% during the pandemic, while last week academics warned that increased consumption could lead to a second national health crisis.

These strong growth figures come after Lyre’s became the most awarded non-alcoholic spirit brand in the world, winning 10 medals at this month’s prestigious San Francisco World Spirits Competition 2020 (SFWSC), reflecting the brand’s excellence in the creation of impossibly crafted non-alcoholic spirits.

Judged by a panel of 52 leading industry experts, Gold medals were awarded to Lyre’s Aperitif Rosso and Dark Cane Spirit, while Aperitif Dry, Amaretti, Coffee Originale, and Spiced Cane Spirit receivedsilver medals. In addition, Lyre’s Orange Sec, Dry London Spirit, White Cane Spirit, and American Malt were recognized with bronze medals. The 2020 SFWSC competition was the biggest in its history, featuring almost 3,000 entries in various categories.

Mark Livings, creator and founder of Lyre’s, comments: “As the world grapples with the challenges of the coronavirus pandemic, we have been quick to refocus the business and are now seeing record growth across e-commerce both in the UK and globally.

“It is also brilliant to see Lyre’s honoured with such a prestigious set of awards and I am even more pleased to see non-alcoholic spirits participating in and winning awards at competitions like the San Francisco World Spirits Competition.

“As the movement toward lower ABV and zero-proof drinks continues to rise, Lyre’s offers consumers an option to enjoy their drink, their way. We believe our collective medals from highly controlled blind tasting competitionsmakes Lyre’s the most awarded non-alcoholic spirit brand globally and undeniably reinforces the credibility of this new category and our range and flavour leadership.”

The Lyre’s collection is available for purchase on Each variant retails at £23.50 for a 700ml bottle with multiple gift set options. For at-home cocktail inspiration, follow @LyresSpiritCo and search #StaySpirited on Instagram.

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