Americas distributor Monarq has struck an agreement to distribute Lyre’s non-alcoholic drinks in Latin America and the Caribbean.
Monarq Managing Director Robert de Monchy said: “We are pleased to announce our regional distribution partnership with Lyre’s, the world’s leading range of exquisite non-alcoholic spirits capable of crafting virtually any no or low alcoholic cocktail.
“Our companies share the DNA of being daring, innovative and ahead of the curve and we look forward to working together with the Lyre’s team.”
Founded in 2019 by Mark Livings and Carl Hartmann, Lyre’s offers a range of 18 non-alcoholic spirits, five ready to drink 250ml mixed cocktails, and Classico Grande 750ml, a non-alcoholic Italian- style sparkling.
The brand sells an average of one bottle every 30 seconds in over 60 countries, allowing consumers to enjoy 90% of the world’s favourite cocktails in a non-alcoholic format.
“Lyre’s created their spirits to taste like the classics they pay homage to,” said de Monchy. “It sources the finest all natural essences, extracts and distillates from the four corners of the globe – Lyre’s is quite simply the finest range of non-alcoholic classic spirits, and we are ready to introduce this wonderful brand to our part of the world.”
Lyre’s recently took top honours at the Tales of the Cocktail Foundation Spirited Awards, winning Best New Spirit or Cocktail Ingredient for its Lyre’s Italian Orange, an Italian bitter Aperitif alternative.
In 2022, it extended its range of premium non-alcoholic spirits by introducing Agave Blanco Spirit, Agave Reserva Spirit, Pink London Spirit and its premium non- alcoholic whisky-style beverage, Highland Malt.
Lyre’s Senior Vice President, Europe & LATAM Jacco van Vliet said: “Lyre’s was created to change the way the world drinks, ensuring that anyone, anywhere, can order a premium non-alcoholic sophisticated serve, without compromise. This new partnership further strengthens our ambition as Monarq is the leading independent regional import, distribution and marketing group of premium beverages in Latin America and the Caribbean.
“I look forward to working with Robert and his dedicated team of experienced professionals in bringing our delicious, premium non-alcoholic drinks to even more people throughout the Americas.”
