Non-alcoholic spirits brand Lyre’s has named Australian Cricket Captain Pat Cummins as its new brand ambassador.
The collaboration welcomes Cummins alongside DJ David Guetta as one of the brand’s global ambassadors, which Lyre’s said symbolises a union of athletic excellence and a commitment to a balanced lifestyle.
As an advocate for wellbeing, Cummins has openly embraced a lifestyle that prioritises health without compromising on enjoyment. Lyre’s said his decision to partner with the brand “aligns perfectly with his commitment to making mindful choices that enhance performance and overall quality of life”.
Cummins said: “During the season, we are playing and training weekly, so I maintain a good fitness level. However, it’s essential to back this up with a healthy lifestyle around eating, drinking and ensuring I get plenty of rest/sleep. I’ve always been someone who drinks alcohol in moderation, so discovering Lyre’s gave me extra options. My favourites are a Lyre’s Negroni and the Lyre’s Pink London Spirit.”
Lyre’s Co-Founder Carl Hartmann (above, right) said: “We’re honoured to have Pat Cummins partner with Lyre’s. Pat’s active regime on and off the pitch and passion towards leading better-for-you lifestyle makes him the perfect brand partner. We look forward to Lyre’s playing a more relevant role within sport and moderating alcohol consumption.”
To mark the partnership’s launch, Lyre’s is offering 30% discount on all Lyre’s Pink London Spirit products for two weeks from 7-21 February 2024. 10% of proceeds from all Lyre’s London Pink London Spirit are be donated to the McGrath Foundation to support the funding of breast cancer care nurses and those impacted by the disease.