Taste Radio

For many consumers, mindful drinking is top of mind. A 2021 omnibus survey conducted by market research firm NielsenIQ showed that 22% Americans are cutting back on their alcoholic beverage consumption, citing health and wellness and shifting interests as two core reasons. Concurrent with a rise in interest for sober or sober-curious lifestyles is the emergence of a new cohort of non-alcoholic spirit and cocktail brands, including Lyre’s. Launched in 2019 by entrepreneurs Mark Livings and Carl Hartmann, Lyre’s markets non-alcoholic analogs of the world’s most popular spirits, including bourbon, gin and tequila. Positioned as premium, sophisticated spirit alternatives without any compromise, Lyre’s  blitz-scaling strategy has enabled it to become the world’s leading non-alcoholic brand with distribution in dozens of countries.  Investors have taken note of Lyre’s growth: last year, the company completed a new funding round at a $360 million valuation and was led by D Squared Capital and Morgan Creek Capital Ma