KUALA LUMPUR, MALAYSIA — Lyre’s, the brand renowned around the world for its premium-crafted non-alcoholic spirits, has officially entered the Malaysian market with the appointment of Aureal Asia as its official distributor. With Lyre’s mission of making mindful drinking more accessible, the partnership is poised to tap into the growing health-consciousness amongst Malaysians, as well as offer consumers a sophisticated drinking experience that emphasises taste and flavour.
Launched in Australia in July 2019, Lyre’s boasts a diverse range of 13 premium alcohol-free spirits and Ready-To-Drink beverages in 700ml and 200ml variants, which pay homage to classic and universally beloved drinks. In addition to its existing beverages, the brand will also introduce four new exciting spirits in the coming year. The brand’s collection is crafted from a unique understanding of flavour architecture, using high-quality and all-natural essences, extracts and distillates sourced from across the globe to deliver complex new tastes that emulate the sophistication of a perfect cocktail.
To date, the brand has earned over 162 medals from across the globe for the elevated flavour profile of its beverages, with 46 awards garnered within just the first year of launch. Most recently, Lyre’s swept up 13 medals at the prestigious International Spirit Challenge, including a coveted gold medal for the brand’s Ready-To-Drink Amalfi Spritz. Lyre’s also received 15 awards at the DB & SB Autumn Blind Tasting 2021, with its Italian Orange and Italian Spritz garnering Master medals.
Awards aside, the brand’s tremendous growth and acclaim have the numbers to match. Lyre’s recently announced the manufacture of its one millionth bottle in the UK – a feat accomplished within a mere two years since the brand’s launch.
Cementing its position as the most widely distributed non-alcoholic spirits brand in the world, customers in 52 countries are now buying a bottle of Lyre’s every 30 seconds. Lyre’s is also the only non-alcoholic spirit to be available on every continent on the planet, with bottles even recently sent to the Australian Antarctic Scientific Research station for the highly isolated scientists to enjoy.
Lyre’s was created and founded by EY Entrepreneur of the Year Finalist, Mark Livings, with a mission to provide greater freedom of choice for those who wish to indulge in the flavours of their favourite spirits — without having to contend with the health effects of alcohol.
“Freedom is at the heart of Lyre’s brand,” says Livings, Chief Executive Officer of Lyre’s.
“We are thrilled to be working with one of Malaysia’s premier wine and spirits distributors, Aureal Asia, and expand our presence to the country’s most exciting and forward-thinking bars and restaurants. With the growing interest in healthy living and positive lifestyles among younger Malaysian consumers, we’re delighted to elevate the drinking experience for more consumers in the country, while fostering inclusivity by allowing different market segments the opportunity for a fresh way to engage socially.”
Non-alcoholic options have been steadily gaining traction across Asia, particularly among younger drinkers. According to Euromonitor International, 63% of millennials in the Asia-Pacific region are trying to reduce or quit drinking alcohol, with most stating wanting to feel healthier and avoid long-term health risks as their main reasons for doing so. Of these, almost 30% said that they reduced their alcohol consumption as they did not enjoy the feeling of being inebriated.
Lyre’s alcohol-free beverages emphasise taste to elevate the drinking experience. In addition to developing its own proprietary non-alcoholic base, the brand expertly deconstructs the elements that make up time-honoured flavours to evoke the taste and mouthfeel of beloved classic drinks. As part of its launch in Malaysia, Lyre’s is bringing in top-notch selections from its premium range, including the award-winning Aperitif Rosso and Dark Cane Spirit, as well as best-sellers such as American Malt. The brand’s exciting new Ready-To-Drink beverages, which come in three classic flavours of G&T, Amalfi Spritz, and Classico, will also be available in Malaysia.
Aureal Asia’s Managing Director, Marco Bassa says, “We are delighted to partner with Lyre’s and are eager to add their innovative beverages to our existing selection of artisanal wines and spirits. With its meticulous attention to flavour and quality, the brand has successfully crafted truly exciting alcohol-free beverages that will satisfy even the most discerning palates — giving drinkers the freedom to drink on their own terms. Already setting the trend in Malaysia, we have secured some notable, partners and distribution channels including Asia’s 50 Best Bar JungleBird and the soon-to-be-opened Gordon Ramsay Bar & Grill in Sunway City— and looking forward to growing the brand with more premier bars and restaurants in the country.”
Bearing testament to Lyre’s unique offering, Joshua Ivanovic, co-owner of JungleBird said, “I often find non-alcoholic serves take a back seat on cocktail menus. Almost as if a bartender’s creativity is subconsciously stifled when it comes to recipes sans alcohol. Or at least that was the case for me until we decided to list Lyre’s. The range itself is broad covering most bases which presents a blank canvas to really go to town and create some great drinks that stand up to their boozy cousins. I think it’s important for every guest to enjoy a bar environment and be adventurous with their beverage choices, whether they are abstaining from alcohol indefinitely or just fancy a clear-headed morning.”
Other premises where patrons can indulge in Lyre’s complex flavours are Roberto’s 1020 Osteria, Bobo KL, OpenHouse KLCC, Jama KL, and all four Ra-ft Café / Bistro outlets in Kuala Lumpur. The brand’s refined drinks are also available for retail at MyLiquor Base, Cincin Wine Bar & Grill, Cork & Cleaver, as well as The Wine Shop Signature in Penang.
