Lyre’s reworks NZ distribution
After two years in the New Zealand market, non-alcoholic spirit brand Lyre’s is re-aligning its distribution model here.
Lyre’s has extended its direct-to-consumer e-commerce platform into New Zealand while also creating a dedicated on- and off -premise team. This change will come into effect from 1 October. The full Lyre’s range will also become available for the first time via a dedicated wholesale e-commerce store.
Launched in Australia in July 2019, Lyre’s Non-Alcoholic Spirits is a range of 13 alcohol-free classic spirits and is the most decorated non-alcoholic spirit brand globally. It has received over 200 medals at prestigious events such as London Spirits competition, San Diego International Wine & Spirits Challenge, San Francisco World Spirits Competition and IWSC, among others.
Lyre’s says it will work directly with the trade to grow the market in New Zealand, while extending a partnership with Future State CPG who will be responsible for major retail distribution in New Zealand.
“Our experience in launching Lyre’s in over 60 countries has helped us understand the importance of being close to the market,” says Mark Livings, CEO and co-founder of Lyre’s Non-Alcoholic Spirits. “A dedicated team in the New Zealand market creates opportunity for an expansion of our range for those venues and drinkers looking for low and no alcohol options.
“We thank our launch partner Hancock’s for the wins they have had so far in New Zealand and look forward to building on the foundation they have laid,” says Livings.
