Breakthru Beverage Group has announced a national partnership with Lyre’s, a 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.
“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.”
“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.”
