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Vibe Log

Breakthru Beverage Expands Non-Alcoholic Portfolio Through National Partnership with Lyre’s

December 15, 2022 | Wine Industry Network

Breakthru Beverage Group, a leading North American beverage distributor with operations across the United States and Canada, today announced a national partnership with Lyre’s, a leading non-alcoholic beverage brand, effective January 1, 2023. The partnership covers the majority of Breakthru’s U.S. footprint and includes launching Lyre’s in three new markets: Delaware, Pennsylvania and South Carolina. This strategic addition to Breakthru’s portfolio reflects the company’s ambition to represent only the best and most innovative brands while constantly evolving to meet changing consumer needs.

“From the sober-curious movement to those simply looking to wind down from a night out, non-alcoholic alternatives are gaining momentum among consumers with a focus on quality ingredients with great flavors. We’re thrilled to partner with Lyre’s to help meet those demands,” said Drew Levinson, VP Business Development, Emerging-Craft Brands. “We remain nimble when building our portfolio and it was clear from the start Lyre’s would be a great addition, given their commitment to quality and innovation. With Dry January right around the corner, we look forward to sharing Lyre’s spirits, RTD and wine alternatives with our customers and solidifying our portfolio in this emerging space.”

Lyre’s was founded in 2019 to replicate the world’s most popular spirits in a non-alcoholic format, each as close to the original premium volume spirit as possible. Today, Lyre’s is the world’s most awarded range of non-alcoholic drinks, with one bottle sold every 30 seconds and more than 1 million bottles sold in all. Their full portfolio includes spirits alternatives, ready to drink non-alcoholic cocktails and sparkling wine alternatives. The company uses cutting-edge food science to recreate the closest possible texture and palate weight to traditional alcoholic beverages, as well as deliver the tell-tale burn alcohol in the finish.

“We are thrilled to align with Breakthru Beverage as they have made a clear investment in the category of Non-Alcoholic beverages,” said Josh Carlos, Lyre’s Senior Vice President North America. “This national alignment will help us reach our key customers and expand our focus on national accounts.”


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