Food

Lyre’s partners with BBC Spirits for French release

19th July, 2021 by Kate Malczewski

Non-alcoholic ‘spirits’ brand Lyre’s has rolled out its products in France through a new distribution deal with BBC Spirits.

The Lyre’s portfolio is available in 25 European markets

The Lyre’s range is now stocked in Métro, France’s largest chain of superstores, and Nicolas, Europe’s biggest liquor store chain.

Mark Livings, Lyre’s co-founder and CEO, said: “We are delighted to enter the significant French beverage market with two retail giants in the region already secured.

“Lyre’s is now available in over 25 European markets, underpinning our position as the most widely distributed non-alcoholic spirits brand in the world.”

The brand’s portfolio features 13 non-alcoholic replications of popular spirits, with expressions including American Malt, Dry London Spirit, Amaretti and Italian Spritz.

The company has expanded rapidly since its launch, most recently releasing its range in Switzerland, Belgium and Luxembourg.

In May, the business was valued at £100 million (US$137m) following its latest round of seed-plus funding – a figure achieved within 24 months of its inception.

Livings attributes Lyre’s growth in part to the way the company is set up.

“We’ve structured our business from the beginning to be global,” he told The Spirits Business in May.

“We didn’t take the usual pathway of sending it into our own market and trying to make it work in one geography and then scale beyond that; we knew that we wanted to be global.”



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