US. Non-alcoholic drinks company Lyre’s has made its travel retail debut in the US exclusively with DFS Group.
Lyre’s gin-style alternative Dry London Spirit, bourbon-style American Malt, bitter orange aperitif Italian Spritz and Italian sparkling wine alternative Classico Grande are now available at New York John F. Kennedy, San Francisco and Los Angeles International Airports.
The brand’s US launch leverages the growing momentum of non-alcoholic beverages, particularly in the US, the company said. According to IWSR, the no- and low-alcohol category surpassed US$11 billion in 2022 sales across global markets. IWSR projects that the no- and low-alcohol category will increase by around +33% by 2026.
IWSR also revealed 25% of Americans are drinking less alcohol compared to five years ago, citing a desire for a healthier lifestyle.
The growing popularity of non-alcoholic beverages comes with the rise of consumer interest in wellbeing. To address this, DFS Group has strategically expanded its offer in the US to meet the evolving needs of wellness-conscious consumers. According to the retailer, Lyre’s is a highly relevant addition to its non-alcoholic spirits portfolio.
DFS Group Senior Director, Merchandising, Spirits Wine Tobacco Food and Gifts Daniel Licari commented: “We are delighted to introduce Lyre’s non-alcoholic range to our discerning customers in America. This partnership aligns perfectly with our commitment to offering a broader range of high-quality adult beverage options, catering to the evolving preferences of travellers.”
“We are delighted to partner with DFS and introduce Lyre’s non-alcoholic spirits to travellers in these three key strategic airport locations,” added Lyre’s Global Chief Revenue Officer Conor Hardy.
“This partnership reflects the growing demand for non-alcoholic beverages and our shared commitment to providing travellers with exceptional choices. We believe that our premium and globally most-awarded non-alcoholic spirits will appeal to travellers looking for sophisticated and enjoyable alternatives to traditional alcoholic drinks.”
The partnership between Lyre’s and DFS Group promises to elevate the airport shopping experience by offering a diverse array of non-alcoholic beverages, particularly to health-conscious travellers, the partners said. ✈
