Growing awareness and RTD cocktail format at the origin of the “alcohol-free” movement in Asia – Lyre’s


Whereas previously the “dry move” was often limited to dry January alone, such events are now on the increase and appear to be increasingly adopted by Asian consumers.

“Back then, dry January was just a one-month initiative, but now we have more trends like moderate March. Dry July and above, showing that the dry movement is very active and [importantly] is gaining a lot of popularity in Asia ”,Rachel Ling, Lyre’s regional director for Asia, said FoodNavigator-Asia.

“People are becoming more attentive to their drinking and are also reconsidering their habits, which has also been accelerated by the COVID-19 pandemic.In addition to this, you will need to know more about it.

“What we are asking is not that people stop drinking alcohol, but to offer an alternative to those who don’t or who want a short-term break, like during those sharp movements – having alcohol-free options like Lyre is available in bars, restaurants and other places, it is more comfortable for people to order such drinks and feel included – without fear of a hangover.In addition to this, you will need to know more about it.

“To increase awareness of the dry months, like with the upcoming Dry July, we are also working to make things relevant for each local market. In Asia, therefore, we are developing cocktail flavors that are unique to the Asian palate – Asian consumers have different preferences from the West, we like tastier, spicier, more salty tastes, so the alcohol-free verses of Lyre here can be. very different from there.In addition to this, you will need to know more about it.

When asked how the acceptance of alcohol-free spirits in Asia compares to that in the West, Ling admitted that Asia is “still a little behind in terms of education and demand”, But that it is developing rapidly, especially with regard to the ready-to-drink (RTD) cocktail format.

“Alcohol-free RTD cocktails are pretty huge in Australia, but they haven’t traditionally been in Singapore, but we’ve certainly seen huge growth recently.”she says.

“We pre-launched our new RTD line on our website and sold out very quickly, so quickly that we are now waiting to restock before announcing the actual launch soon. It is also clear to us because it is not only the individual cans or small packages that have run out, but the larger cases of 24 cans.In addition to this, you will need to know more about it.

“So certainly, growth is already underway for RTDs, and [we are there for it] with our RTD launches first in Singapore and later in Hong Kong.In addition to this, you will need to know more about it.

Lyre’s just made its initial RTD cocktail launch which includes three products: an Amalfi Spritz, a Gin & Tonic and a Classico – each 250ml can will cost S $ 6.50 (US $ 4.90), packs of 4 will cost S $ 25 (US $ 18.86) and cases of 24 cans will cost S $ 156 (US $ 117.67).

“We’re starting with the lighter spirits first and then we will also introduce darker spirits such as Dark ‘n’ Spicy (our version of Dark ‘n’ Stormy) and American malt and cola. “she says.

New opportunities for alcohol-free consumptionIn addition to this, you will need to know more about it.

In addition to the usual drinking occasions that would be associated with alcohol, Ling said Lyre’s is also considering bringing its products to places associated with health and wellness.

“Aside from bars and restaurants the next place to look is casual dining venues without an alcohol license, but beyond that we also eventually want to be in wellness centers, especially with RTD. “she says.

“A lot of people drink alcohol after going to the gym as is, for example, and [it isn’t too much of a stretch to] imagine having a non-alcoholic Lyre RTD available for a post-workout drink to replace some of that alcohol.In addition to this, you will need to know more about it.

The aim is also to target markets where alcohol is unable to reach, such as where halal certification is a priority.

“Lyre’s drinks are made directly from essences, extracts and distillates, and not by removing alcohol from a previously alcoholic product, which makes it more palatable to the consumers concerned because no alcohol is present. ‘was contacted during the process’Ling said.

“A Muslim restaurant we spoke to asked if there had been any contact with alcohol in the process and agreed to contact us when they realized the answer was no – so banking on that, we hope to enter halal markets like Malaysia and Indonesia.In addition to this, you will need to know more about it.

“As it is, we already have some product in Malaysia awaiting customs clearance – it’s still a challenge right now as it doesn’t contain alcohol but looks like alcohol, but hopefully it will work. soon.”In addition to this, you will need to know more about it.

The main expansion targets for the company over the next few months are Malaysia, Taiwan and Macao, with an eye on Japan, Thailand, South Korea, Indonesia and Vietnam as well.

“Lyre recently struck In addition to this, you will need to know more about it.100 million euros ($ 121 million) valuation and one of our main goals is to expand to 60 countries by the end of 2021 – it all depends on customs clearance of course, but as is the case, we are already entering an average of one new market per week, and already in hard-to-reach places like China ”,she says.

“Our main production facility is currently in Australia, and we are also looking to strengthen our manufacturing capabilities in the US / UK / Europe, to shorten distances and reduce the carbon footprint. “In addition to this, you will need to know more about it.


About Rhonda Lee

Check Also

Mycobacterium abscessus pneumonia in severe alcoholism

In the USA, Mycobacterial tuberculosis the infection is not common and the infection rate has …

Leave a Reply

Your email address will not be published.