Non-alcoholic drinks specialist Lyre’s is to make its TFWA World Exhibition debut next week in Cannes (Yellow Village E42).
The brand, which offers a range of alcohol-free classic drinks and a sparkling wine, claims to be capable of crafting 90% of the world’s best-selling cocktails. “A frictionless swap of the original alcoholic ingredient for a Lyre’s non-alcoholic delivers all the benefits of a premium sophisticated serve without compromise,” Lyre’s said.
According to Lyre’s, the innovative brand sells one bottle every 30 seconds in over 60 countries across multiple channels, including airlines and travel retail. All products are vegan, low sugar and packaging is 100% recyclable.
“Lyre’s was created to change the way the world drinks,” said Lyre’s SVP Global Travel Pieta Jordan. “Our ambition at Cannes is to drive additional awareness of the brand and its availability in travel retail, and to generate additional sales leads.
“We see our participation at TFWA World Exhibition as a key step in the brand’s ambition to change the way the world drinks, so that anyone, anywhere, anytime has the freedom to order and enjoy a premium no or low-alcoholic drink simply by making it a Lyre’s.
“We are seeing the growing demand domestically for non-alcoholic tip into the travel industry,” Jordan added.
She believes the increase of non-alcoholic beverages in the travel retail market is a “testament to changing consumer preferences and the growing demand for health and wellbeing options”.
“As travellers seek better-for-you alternatives, brands like Lyre’s are stepping up to meet their needs and expanding into key channels such as cruise lines, airlines, lounges, airport retail and F&B airport offerings.
“By providing an elevated drinking experience without compromising on taste or quality, Lyre’s is poised to become the go-to brand for travellers seeking premium non-alcoholic options.”
Jordan noted recent findings by Wave Research indicating that 40% of individual travellers are more likely to moderate their alcohol due to commitments the next day or while travelling. Over 70% of travellers (business and leisure) said they would feel comfortable drinking a non-alcoholic mocktail if it was available in social situations and holidaymakers were 40% more likely to choose non-alcoholic if it was available.
“The travel retail market has witnessed a transformation in the needs and preferences of travellers,” Jordan said. “Today’s travellers are more conscious of their health and wellbeing, seeking alternatives that align with their lifestyle choices. It’s only natural that the non-alcohol category would be in demand by consumers when they travel.”
Considering the future of the non-alcoholic beverage market in travel retail, Jordan is adamant it is “poised for continued growth and innovation. As more travellers seek healthier alternatives and premium experiences, brands like Lyre’s are set to thrive,” she said.
“With its extensive range of non-alcoholic classic spirits, ready-to-drink cocktails and non-alcoholic sparkling wine, Lyre’s is well-positioned to meet the evolving needs of travellers around the world.
“By offering true-to-taste alternatives that replicate the flavours and aromas of traditional spirits, Lyre’s is elevating the travel retail experience and providing travellers with a sophisticated and enjoyable drinking experience,” Jordan concluded.
The Lyre’s portfolio includes non-alcoholic bestsellers Italian Spritz, American Malt, Dry London Spirit and The Sophisticated Serve Set, which includes Lyre’s Negroni, Margarita and Old Fashioned in 200ml serves.