Lyre's Spirit Co

What Lyre's Spirit Co does

Lyre's Spirit Co is a privately held Australian beverage company founded in 2019 that designs, manufactures, and distributes one of the world's broadest portfolios of non-alcoholic spirit alternatives. The company serves health-conscious and "sober curious" consumers, zero-alcohol drinkers, hospitality venues, and retail trade customers with 20+ SKU lines replicating gin, bourbon, rum, tequila, amaretto, vermouth, coffee liqueur, triple sec, Italian aperitifs, and sparkling wines, all formulated at sub-0.5% ABV. Its core technology is a proprietary, purposeful non-alcoholic crafting process — products are built without alcohol from the outset using natural essences, extracts, and botanicals sourced globally, rather than via dealcoholization of traditional spirits, which allows intentional design of flavor, texture, and mouthfeel.

The business operates a hybrid omnichannel model: direct-to-consumer e-commerce through regional lyres.com storefronts in 18 countries (US, UK, AU, EU, NZ, UAE), wholesale distribution to major retail chains including Amazon, Walmart, CVS, Total Wine & More, Publix, HEB, Dan Murphy's, and Woolworths, and a hospitality/foodservice B2B motion through bars, restaurants, hotels, and event venues such as Columbia Athletics. Pricing spans $22.99–$37.99 per 700ml bottle and $45.99–$60.00 for 8-pack RTD cans, with a tiered loyalty program (Frequent Sippers Club) driving repeat purchase economics. The company is headquartered in Sydney, Australia, employs 101–250 staff, and reports availability in 60–70+ countries across North America, Europe, the Middle East, and Asia-Pacific.

Lyre's has scaled primarily through venture capital, with disclosed funding rounds aggregating to roughly $68M+ across 2019–2023, led by investors including D Squared Capital, Morgan Creek Capital Management, DLF Venture, Döhler Ventures, Bitburger Ventures, Maropost Ventures, VRD, and Futurecraft Ventures. The brand has accumulated over 25 industry awards across IWSC, World Alcohol-Free Awards, and Low & No Masters competitions in 2025–2026, anchoring its positioning as the most awarded non-alcoholic spirit brand globally.

Name

Lyre's Spirit Co

Legal name

Lyre's Spirit Co

Website

https://lyres.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Lyre's Spirit Co is an Australian-founded, globally distributed non-alcoholic spirits brand offering 20+ spirit alternatives and RTD cocktails across 60–70+ countries via DTC e-commerce, major retail chains, and hospitality venues, targeting health-conscious and sober-curious consumers.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Spirits

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)

Keywords

• Non-alcoholic spirits
• Spirit alternatives
• Ready-to-drink cocktails
• Mocktail beverages
• Low alcohol drinks

Headquarters

HQ city

Leichhardt

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through regional lyres.com stores in US, UK, Australia, Europe, and New Zealand. Consumers purchase individual bottles, ready-to-drink cans, cocktail bundles, and cases with free shipping thresholds.
2. Retail and Wholesale Distribution: Wholesale supply to retailers including Amazon, Walmart, CVS, Total Wine & More, Dan Murphy's, and specialty bottle shops globally. Bulk case sales through the Cases collection page.
3. Loyalty Program Revenue: Frequent Sippers Club loyalty program drives repeat purchases through points earning (1 point per $1 spent), tiered VIP benefits, and referral incentives. Points redeem for discounts.
4. Hospitality and Foodservice: Supply to bars, restaurants, venues, and event spaces. Columbia Athletics partnership for sports events indicates foodservice channel presence.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Lyre's Spirit Co crafts and sells non-alcoholic spirit alternatives (all under 0.5% ABV) designed to replicate the flavor, aroma, and mouthfeel of traditional spirits through proprietary blending of natural essences, extracts, and botanicals rather than dealcoholization. The portfolio spans 700mL spirit alternatives (gin, bourbon, rum, tequila, amaretto, coffee liqueur, vermouth, triple sec, Italian aperitifs), ready-to-drink premixed canned cocktails, and sparkling wine alternatives (Classico Sparkling, Classico Rosé), sold direct-to-consumer, through major retailers, and via foodservice wholesale in 60+ countries.

Product overview

Lyre's Spirit Co offers one of the world's most comprehensive ranges of non-alcoholic spirit alternatives, all crafted to contain less than 0.5% ABV. The portfolio spans three pillars: (1) Premium 700mL spirit alternatives including Gin Alternative (Dry London Spirit), Pink Gin Alternative (Pink London Spirit), Bourbon Alternative (American Malt), White Rum Alternative (White Cane Spirit), Dark Rum Alternative (Dark Cane Spirit), Coffee Liqueur Alternative (Coffee Originale), Amaretti, Tequila Alternative (Agave Blanco Spirit), Vermouth Alternative (Aperitif Rosso), Italian Orange, and Orange Sec; (2) Ready-to-Drink (RTD) premixed cocktails in cans including Amalfi Spritz, Classico Sparkling, Classico Rosé, G&T, Rum Mule, and Margarita; and (3) sparkling wine alternatives Classico Sparkling and Classico Rosé. The Italian Spritz and Italian Orange are also sold as 700mL bottles and case packs. The offering is unified by Lyre's commitment to replicating the flavor profiles of classic alcoholic spirits using natural essences, extracts, and botanicals sourced globally — with no fermentation or alcohol distillation involved.

Differentiator

Problem solved

Functional benefit

Products and services

• Dry London Spirit (Gin Alternative)

Quantifiable outcome

• 6,000+ 5-star reviews from customers
• +4 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered strategic and minor.

• Columbia AthleticsstrategicGTM or Marketing PartnerMulti-year partnership announced in 2026 to introduce Lyre's products at select Columbia sports events. The partnership aims to cater to growing demand for health-conscious, alcohol-free beverage options at athletic events.
• Accor HotelsstrategicStrategic or Co-development PartnerLyre's participated in Accor Cocktail Competition Paris in April 2026, with the winner announced at Reine Margot Hotel & Spa. This positions Lyre's as the preferred non-alcoholic option in luxury hospitality settings.
• Millie Gooch (Sober Girl Society)minorGTM or Marketing PartnerPartnership with founder of Sober Girl Society for Dry January campaign. Collaboration for non-alcoholic cocktail content and community building.
• David GuettaminorGTM or Marketing PartnerCollaborations featuring DJ David Guetta for branded cocktail recipes including Titanium, Heartbreak Anthem, Vibra, One In A Million, and Sexy Bitch non-alcoholic cocktails.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Kin Euphorics: Non-alcoholic functional 'adaptogenic' beverage brand focused on social drinking occasions; comparable D2C-led, millennial-skewing target market and a partial overlap with Lyre's evening/social use case.
• Ghia: Premium non-alcoholic aperitif brand targeting the same social, sober-curious occasion as Lyre's Italian Spritz and Aperitif Rosso; competing for D2C and on-premise placement with a narrower, aperitif-focused product line.

Direct peers

• Free Spirits: US-based non-alcoholic gin, whiskey and tequila alternative producer; comparable product architecture, price band, and US retail and foodservice focus, putting it in direct competition for shelf space and accounts.
• Pentire: Premium non-alcoholic botanical 'spirit' distilled from plants native to the Cornish coast; competes directly with Lyre's at the premium price tier and in the same D2C + retail + on-premise GTM motion.
• CleanCo: UK-based non-alcoholic spirit brand offering gin, rum, tequila and whiskey alternatives; closely comparable in product format, retail channel mix, and target health-conscious/mindful drinker persona.
• Aplós: Non-alcoholic hemp-infused spirit brand; overlaps with Lyre's in the mindful-drinker segment, premium D2C positioning, and emphasis on functional/wellness-oriented serves.
• Seedlip: Founded as the original premium non-alcoholic spirit brand; now owned by Diageo, making it the most direct head-to-head competitor to Lyre's in the NA distilled-spirit-alternative category across global retail and on-premise.
• Three Spirit Drinks: Functional non-alcoholic 'social elixirs' positioned for evening occasions; competes with Lyre's for the same mindful-drinker occasion and shares the premium D2C + bar partnership go-to-market.

Broad incumbents

• Athletic Brewing Company: Largest dedicated non-alcoholic beer brand in the US with extensive grocery and on-premise distribution; competes for the same mindful-drinker occasions and retail shelf space as Lyre's, but in the beer-adjacent rather than spirits-alternative sub-category.
• Diageo: Global spirits giant and owner of Seedlip, with a portfolio strategy that increasingly includes no/low alcohol offerings; represents the dominant incumbent threat to Lyre's in retail, on-premise, and distribution terms across the 60+ countries Lyre's serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/LyresSpiritCo
• YouTubeyoutube.com/channel/UCuq0OXpYpAgxAbrO9nNw9-Q
• Facebookfacebook.com/Lyres-Spirit-Co-288867848495541
• Instagraminstagram.com/lyresspiritco
• Pinterestpinterest.com/lyresspiritco
• TikToktiktok.com/@lyresspiritco?lang=en
• LinkedInlinkedin.com/company/lyres

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds6 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lyre's Spirit Co