Amber Beverage Group has announced it is adding Lyre’s Non-Alcoholic to its distribution portfolio, effective 1 April 2025.

The new partnership with the world’s most awarded non-alcoholic brand marks a significant milestone in expanding the reach of non-alcoholic spirits in the premium beverages market.

Drink International’s 2024 number one best-selling and top trending non-alcoholic brand has a portfolio including 13 classic non-alcoholic spirits, five ready-to-drink cocktails, and a non-alcoholic sparkling.

As demand for non-alcoholic options grows, Australia has seen a significant shift in consumer habits, with 72% of Australians now choosing to moderate their alcohol consumption. This trend is being driven largely by Gen Z and Millennials, who are increasingly prioritising lifestyle choices that align with mindful drinking, with the Australian population well ahead of the global average in adopting non-alcoholic alternatives.

In saying that, 94% of non-alcoholic drinkers also consume alcohol, highlighting that the growth of the category is underpinned by moderators over abstainers, per NIQ’s Non-Alcohol Report (NeilsenIQ, Non-Alcohol Report 2023).

Present in over 40 markets globally, Lyre’s products are crafted to pay homage to the aroma, taste, and appearance of traditional alcoholic cocktails, all without the alcohol. Using all-natural flavours, essences, extracts, and distillates, the Lyre’s range provides a sophisticated flavour profile that mirrors traditional alcoholic drinks.

Lyre’s CEO David Gimpelson said: “We’re excited to be partnering with Amber Beverage Group, a company that shares our commitment to quality and innovation. This collaboration will allow us to further strengthen our presence in Australia and expand our reach in the market.

“At Lyre’s, we remain dedicated to providing an authentic and satisfying cocktail experience without compromise, and Amber Beverage Group’s strong distribution network will help us enhance our presence across the country.

Amber Beverage Group Managing Director Patrick Borg said: “By joining forces with Amber Beverage Group, Lyre’s is poised to significantly broaden its reach and further solidify its status as a leader in the alcohol-free spirits category in our market.

“With Amber Beverage Group’s proven distribution network, Lyre’s will have the ability to provide its range of high-quality, non-alcoholic spirits and ready-to-drink cocktails to even more consumers around Australia, ensuring that more consumers can enjoy the unique and satisfying experience that Lyre’s offers.”