• Danny Joyce | Editor

Stay Spirited and Make it a Lyre’s this Dry January®

After an indulgent festive season, January is the perfect time to reset and establish healthy habits for the year ahead. But let’s be honest, it’s never the most exciting month. However, Lyre’s, the multi-award-winning non-alcoholic spirits brand, is bringing the joy to January and healthy-habit making as the Official Spirit of Dry January®.

Lyre’s -The Official Spirit of Dry January - has signed a three-year partnership with Alcohol Change, the organisation behind the World-renowned Dry January campaign that helps people assess their relationship with alcohol by going without for the first month of the year. A Behaviour & Attitudes Dry January Research study from 2021 shows that 1 in 4 Irish adults were likely to participate in Dry January, a trend that appears to be sticking around again for 2022. If alcohol is off the table for the month or if you’re simply being more mindful with your habits, make it a Lyre’s! With sophisticated spirits pack a punch of great flavour and incredible combinations, you can recreate your favourite cocktails, without compromising your New Year promises. Lyre’s range of 14 premium non-alcoholic spirits, sparkling wine and range of ready-to-drink premixes are low in sugar, low calorie, vegan friendly and alcohol free so you can sip your favourite tipple in style from your sofa or toast with a glass of decadent bubbles every day of the week if you fancy. Let January be the month of celebrating small wins! Looking for a warming night cap?

Lyre’s American Malt €23.84 has been impossibly crafted to embody that of a gently mellowed American Classic Bourbon Malt. The gently spiced palate results in the flavours remaining well after finishing. The perfect base for classic cocktails like an Old Fashioned or Boulevardier, or to warm up a coffee if colder nights creep in. For a refreshing aperitif,

Lyre’s award-winning Amalfi Spritz €23.84 captures the essence of the classic Italian Spritz such as Aperol, with flavours that are distinct and contemporary. Serve simply with soda or tonic water and citrus slices for the perfect aperitif or elevate your serve by adding a dash of Lyre’s Classico sparkling wine for a spin on the classic Venetian Spritz. Even January can bring reasons to celebrate. A new job, a toast to new adventures, new family members or new loves.

Lyre’s Classico Grande, 750ml premium bottle of bubbles, offers a nod to the elegance of prosecco - a delicious and sophisticated fizz for those all-important moments. Lyre’s range of ready-to-drink premixes are inspired by classic severs and are available in Classic G&T, Amalfi Spritz, American Malt & Cola, Dark n’ Spicy and Classico a light and bubbly prosecco alternative. Lyre’s RTD collection is redefining the ready to pour cocktail experience with elegant party accompaniments, cocktail additions or celebratory toasts that taste delicious. These signature drinks can be enjoyed at any time and contain the perfect ratio of ingredients to deliver a great tasting non-alcoholic cocktail. They’re also low in calories, vegan, gluten and nut free

Available in packs of 4 x 250ml cans €10, the Lyre’s range of 5 RTDs, which launched earlier this year has proven extremely popular with Irish consumers, would make for a great addition to the fridge or drinks cabinet for the moderate or non-drinkers in the household. Lyre’s spirits don’t simply mimic, they have their own distinction as a premium, non-alcoholic beverage. The most-awarded brand in the category, Lyre’s is paving the way for sophisticated premium drinks for moderate and non-drinkers. Born from a desire to give people the freedom to drink their drink their own way, Lyre’s wanted to create a range or spirits that can be enjoyed by everyone whether they choose to add alcohol or not. Lyre’s allows people to enjoy their favourite drink of choice and keep their Dry January goals on track. Speaking about the brand, Jayne O’Keeffe, Vice President of Marketing, Lyre’s Europe, said, “January is always a time when people take a step back and look at their alcohol consumption or maybe reduce it after the party season. However, in 2021, overall alcohol consumption in Ireland declined by 6.6% according to Drinks Ireland Annual Review. People are becoming more mindful of their drinking habits but are still interested in trying new flavours, ordering something interesting and having the option of a premium drink as opposed to a soft drink.


As the Official Sprit of Dry January®, at Lyre’s we believe it is part of our role to educate and showcase the wide range of options available to them, whether they want to stop or moderate.” This Dry January®, celebrate the small wins and make it a Lyre’s! Lyre’s collection of premium spirits are available to purchase from Brown Thomas Dublin, Dunnes Stores, Tesco & Supervalu stores nationwide, Classico is available at Brown Thomas Dublin and the ready to drink premixes are available at Tesco. The entire range can also be purchased at www.lyres.eu


Slán go fóill,

Danny