Non-alcoholic spirits brand Lyre’s has partnered with international DJ and music producer David Guetta. Guetta has taken a stake in Lyre’s in addition to becoming its new global brand ambassador.
The global partnership marks Guetta’s first venture into the non-alcoholic spirit category. Guetta’s stake in the business, for an unspecified size and sum, will see the company’s brand and portfolio leverage Guetta’s over 100 million engaged fans worldwide across all social networks.
Guetta said: “We’re about to change the party scene together! Now everyone can enjoy great-tasting drinks without alcohol, no matter where you are – at a bar, a club, or just chilling at home. It’s all about inclusivity and freedom of choice!”
Guetta, like many DJs around the globe, openly speaks about his sobriety. However, leading a rock and roll lifestyle as an international DJ can have its challenges, especially in situations where a glass of water or soft drink doesn’t quite cut it.
Lyre’s range of non-alcoholic spirits includes liquids such as Gin, Vermouth, Triple Sec, Tequila, Bourbon, Whisky, Rum, and even ready-to-drink Negroni, Margarita, and Old Fashioned. In addition, there are four ready-to-drink mixed cocktails and Classico – a non-alcoholic sparkling.
Available in over 40 markets across the globe, Lyre’s range contains the same natural essences, extracts, and distillates that match the aroma, taste, and appearance found within classics such as Gin & Tonic and Italian Spritz.
Guetta said: “There’s always that ‘cheers’ moment at events. Many people think it’s bad luck to cheers with water, but Lyre’s offers a non-alcoholic alternative that allows me to enjoy the moment with a quality drink, without consuming alcohol.”
Lyre’s Co-Founder Carl Hartmann said: “I’m excited and privileged to announce our partnership with David Guetta. As one of the greatest DJs and Producers of all time, and with over 100M engaged fans worldwide across all social networks, I can think of no one better to help us on our mission to change how the world drinks.”
“With David’s following worldwide, performing at top nightclubs and festivals, I’m looking forward to working together to introduce Lyre’s onto menus at venues globally. This will allow people to have better-for-you options when they are out watching their favourite artists perform and always have the option to feel included.”
In July, Lyre’s raised nearly US$22.9million through a funding round, led by investors DSquared and Morgan Creek Consumer Fund, and supported by existing shareholders. In 2021, the Australian-founded brand was valued at more than US$138.7million.