Lyre’s partners with the Dry July Foundation for third consecutive year 

Leading non-alcoholic spirits and RTD producer Lyre’s has announced its third consecutive partnership with the Dry July Foundation. The partnership will see Lyre’s donate $20,000 directly to the charity on top of striving to raise more than $10,000 via its Menu with a Cause campaign.

The Menu with a Cause campaign will see participating venues make dollar donations for every Lyre’s cocktail sold on-premise. Included in the list of venue partners is the Maybe Sammy Group, which includes five-time best Australian bar Maybe Sammy.

“I can attest to the delicious spirits Lyre’s has to offer as I often chose to drink non-alc during work events and when out with my wife, so you don’t feel like you’re missing out on anything,” said Stefano Catino, Director of the Maybe Sammy Group.

“My team is passionate about the cause while giving customers the best hospitality experience regardless of alcohol. The option of a Lyre’s margarita next to an ordinary margarita means you can still go out with friends and experience a similar taste profile and enjoy the same social atmosphere. At the end of the day, that is what we are all about.”

Fun-Lab, the group responsible for venues such as Holey Moley, Strike Bowling and Archie Brothers, will also be participating by selling $10 Lyre’s cocktails across all its venue portfolio nationwide. 

Reflecting on the decision, Group Beverage Manager Liam Boulter said “the growth and evolution of Lyre’s across all Fun-Lab brands over the past three years has been huge; from a small offering to an entire drink's menu designed to look and taste the same as our iconic alcoholic cocktails.”

Since launching in Australia in 2019, Lyre’s has quickly expanded into one of the global leaders in the non-alcoholic category, and is now available in more than 60 countries and sells a bottle every 30 seconds. The current portfolio includes 14 alcohol-free classic spirits, 7 ready to drink cocktails and a non-alcoholic sparkling wine. 

“Lyre’s has always been about changing the way the world drinks, but now we have an opportunity to change people’s perception about what going sober for a month looks like, or more importantly tastes like,” says David Murphy, Head of Product Development at Lyre’s.

“If people can realise going dry for a month doesn’t mean changing their social life or expectations of a good drink, the lifestyle changes can continue to have a positive effect beyond the sober month. 

“On the other hand, as a business if we’re able to encourage consumers to continue going out and supporting hospitality even when they’re not drinking alcohol, that is really important to keeping the industry alive.”

Since launching in 2008, the Dry July Foundation - the registered charity behind the Dry July campaign - has raised more than $90 million for more than 80 Australian cancer organisations. 

In addition to Maybe Sammy Group and Fun-Lab, the Menu with a Cause campaign will feature in venues by House Made Hospitality, Trippas White Group, Mantle Group, Gradi Group, Beach House Group amongst others.

Australia's non-alcoholic sector is coming into 2024 off the back of double-digit growth throughout 2023, largely driven by Millennials. According to the IWSR, almost a fifth of all non-alcohol customers globally in 2023 were new entrants to the category, with dry months often acting as catalysts for the trial.

For more information about Lyre's Dry July campaign for 2024, click here.