Non-Alcoholic Spirits Reshape Distribution Model

In an effort to bring the world’s most awarded non-alcoholic spirit closer to both the consumer and customer, Lyre’s is re-aligning its distribution model two years since launching into the New Zealand market.

Lyre’s has extended its strong direct-to-consumer e-commerce platform into New Zealand while also creating a dedicated on and off -premise team to assist customers seamlessly introduce premium non-alcoholic drinks to their business. This change will come into effect from 1 October as Lyre’s launches an ever-growing range of non-alcoholic drinks.

The full Lyre’s range will become available for the first time via a dedicated wholesale e- commerce store, allowing trade customers and select retailers to make Lyre’s available for consumers in their favourite bars, restaurants and stores.

Lyre’s will work directly with the trade to grow the market, whilst also 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. All the feedback shows that Kiwis have embraced the change towards non-alcoholic spirits so accelerating our range and availability is critical for us,” explained Mark Livings, CEO and co-founder of Lyre’s Non-Alcoholic Spirits.

“We’re continuing to see a rise in the mindful drinking trend globally, and we’re excited to be able to bring Lyre’s directly to the market – making it easier than ever to create sophisticated non-alcoholic drinks for any occasion.

Livings went on to note that a dedicated team in the New Zealand market creates opportunity for an expansion of its range for those venues and drinkers looking for low and no alcohol options. As consumer behaviour towards drinking continues to change, the new model will give insights that place Lyre’s at the forefront of the category and more freedom of choice for consumers.

“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,” Livings concluded.

The Lyre’s range can be purchased now at, or from the following stockists nationwide: Farro Fresh, New World, Countdown, Glengarry, Super Liquor, Liquorland and The Market.

For more information and recipe inspiration, visit or Lyre’s Facebook or Instagram @lyresspiritco