Breakthru Beverage Group announced a national partnership with Lyre's, a leading non-alcoholic beverage brand. The partnership covers the majority of Breakthru's U.S. footprint and includes launching Lyre's in three new markets: Delaware, Pennsylvania and South Carolina.
"From the sober curious movement to those simply looking to wind down from a night out, nonalcoholic alternatives are gaining momentum among consumers with a focus on quality ingredients with great flavors to help meet those demands," said Drew Levinson, vp-business development, emerging craft brands. "We remain when building our portfolio and it was clear from the start Lyre's would be a great addition, given their commitment to quality and innovation. With Dry January right around the color, we look forward to sharing Lyre's spirits, RTD and wine alternatives with our customers and solidifying our portfolio in this emerging space."
Lyre's was founded in Australia in July 2019 to replicate the world's most popular spirits in a non-alcohol format, each as close to the original premium volume spirit as possible. Today, Lyre's is the world's most awarded range of non-alcoholic drinks with one bottle sold every 30 seconds and more than 1 million bottles sold in all. Their full portfolio includes spirits alternatives, ready-to-drink non-alcoholic cocktails and sparkline wine alternatives.