Lyre’s Non-Alcoholic and the Dry July Foundation are partnering for the fifth year on Cocktails for a Cause at select bars and venues across Australia next month.
For every Lyre’s cocktail sold, $1 is donated to the Dry July Foundation, which has raised more than $100 million for Australians affected by cancer since 2008.
When the partnership launched, non-alcoholic spirits were still a novelty in most on-premise venues. The category landscape has shifted considerably since. Non-alcoholic spirits in Australia are now projected to grow at a 12% CAGR over the next five years – among the fastest-growing segments in the entire drinks market. Since 2022, 61 million new no-alcohol consumers have entered the category across the top 10 global markets, including Australia.
Nearly a third of Australians (31%) are now purchasing alcohol-free products. But 78% of no/low consumers also drink full-strength alcohol; the majority are “blenders” who switch between the two depending on occasion.
Lyre’s Commercial & Marketing Director Marc Romanin said: “Going dry doesn’t mean going home early. The social experience is the same, and increasingly, so is the taste. Five years with Dry July has shown us that people want to be part of something – a great night out and a cause worth supporting aren’t mutually exclusive. Every Lyre’s cocktail ordered this July puts money directly into cancer support. That’s a pretty good reason to go out.”
Dry July Foundation CEO Gillian Odbert said: “We’re delighted to be celebrating five years of partnership with Lyre’s. Their continued support of Dry July helps make the challenge easier and more enjoyable for thousands of Australians choosing to sign up and go alcohol-free for the month.
“Dry July is about more than giving up alcohol – it’s about raising vital funds to support people affected by cancer. Every dollar raised helps fund cancer support programs and services that make a real difference when it’s needed most. We’re grateful to have partners like Lyre’s alongside us as we continue to grow Dry July’s impact across Australia.”
Maybe Sammy Group Director Stefano Catino said: “For us, hospitality has always been about making every guest feel included and looked after. Whether someone is doing Dry July or just choosing not to drink that night, they should still feel part of the celebration, simply by swapping out for a non-alc drink.
Cocktails for a Cause is running throughout July at over 50 partner venues nationwide, including Maybe Sammy and Employees Only in Sydney, Hochi Mama and Rossi in Melbourne, Central in Brisbane and Bank St Social in Adelaide, among others. View the full list here.
Beyond Cocktails for a Cause, this July Lyre’s will also donate $1 from every Lyre’s product sold in Australia to the Dry July Foundation.