Lyre’s Non-Alcoholic, a leader in the non-alcoholic spirits market and the world’s most awarded brand in this category, has announced a partnership with Amber Beverage Group to distribute its products across Australia, from April 1, 2025. This collaboration marks a significant step in expanding Lyre’s presence in the Australian market, which has seen a growing demand for non-alcoholic beverages.
David Gimpelson, the CEO of Lyre’s, is at the forefront of the company’s mission to provide premium non-alcoholic alternatives to traditional alcoholic drinks. Offering a range of products, including 13 classic spirits, five ready-to-drink cocktails, and a non-alcoholic sparkling, designed to recreate over 90% of the world’s most popular cocktails without the alcohol.
“We’re thrilled to partner with Amber Beverage Group to extend our reach in Australia. Their strong distribution capabilities and shared commitment to quality make this a natural fit,” said Gimpelson.
The partnership comes at a time when Australian consumers, particularly Gen Z and Millennials, are increasingly embracing alcohol-free beverages. This move is set to provide consumers with even more high-quality, non-alcoholic options, reflecting the evolving preferences of mindful drinkers in Australia.
Patrick Borg, Managing Director of Amber Beverage Group, oversees the global distribution network for the group, which includes brands like Rooster Rojo Tequila and KAH Tequila. Amber Beverage Group’s robust presence in various markets makes it an ideal partner for Lyre’s to expand its footprint in Australia.
“Australia’s demand for mindful drinking options is on the rise, and with this collaboration, Lyre’s will be able to cater to an even larger audience. This partnership helps us to expand our offering and continue delivering premium, alcohol-free options,” said Borg.