Lyre's Non-Alcoholic Spirits gains more awards for portfolio

In the brand’s first year on the market, Lyre’s Non-Alcoholic Spirits has been awarded 10 medals at the 2020 San Francisco World Spirits Competition (SFWSC). In its 20th year, SFWSC is one of the most influential spirits competitions in the world, judged by a panel of 52 leading industry experts. The 2020 SFWSC competition was the biggest in its history, featuring almost 3,000 entries in various categories.

Source: Lyre's Non-Alcoholic Spirits. Festive mimosa.

Gold medals were awarded to Lyre’s Aperitif Rosso and Dark Cane Spirit, while Aperitif Dry, Amaretti, Coffee Originale, and Spiced Cane Spirit received silver medals. In addition, Lyre’s Orange Sec, Dry London Spirit, White Cane Spirit, and American Malt were recognised with bronze medals.

The awards are the result of Lyre’s creator and co-founder Mark Livings’ desire to create a non-alcoholic product line that captures as closely as possible, the flavours and aromas of the world’s favourite spirits. The brand is named after the lyrebird, an Australian breed known for its ability to mimic the birdsong of any other creature it hears.

The Lyre’s range draws from a library of over 12,500 extracts, all-natural essences and distillates to replicate classic spirits, all derived from a proprietary mix of international fruits, spices, and botanicals.

“It is brilliant to see Lyre’s Non-Alcoholic Spirits honoured with such a prestigious set of awards and I am even more pleased to see non-alcoholic spirits participating in and winning awards at competitions like the San Francisco World Spirits Competition,” said Livings.

“As the movement toward lower ABV* and zero-proof drinks continues to rise, Lyre’s offers consumers an option to enjoy their drink, their way. We believe our collective medals from highly controlled blind tasting competitions make Lyre’s the most awarded non-alcoholic spirit brand globally and undeniably reinforces the credibility of this new category and our range and flavour leadership.”

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*ABV stands for alcohol by volume and refers to the amount of pure alcohol is in a beverage, expressed as the number of ml per 100 ml.

Heineken 0.0 is about inclusiveness

Stack of six-packs at a Singapore.

Heineken 0.0, an alcohol-free malt beverage brewed with a unique recipe for a distinct, balanced taste and just 69 calories per bottle (70 calories per 330ml can), was launched in the US on January 9.

Announced as far back as May 2017, Heineken 0.0 is also available in Singapore. Heineken's Master Brewers created the new zero-alcohol option using only natural ingredients.

Said Jonnie Cahill, CMO, HEINEKEN USA: "Heineken 0.0 brings an incredible beer taste to the non-alcoholic space and opens a world of opportunity for people to come together and enjoy a brew that expands drinking occasions—not limits them."

Willem van Waesberghe, Global Craft and Brew Master at HEINEKEN said creating Heineken 0.0 was the most challenging brewing process of his career. "Removing alcohol from regular 5% Heineken would have been easy, but it wouldn't deliver the same premium beer taste that Heineken is known for. Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft, malty finish," he said.

The brand which has seen strong growth in the zero-alcohol segment in various markets. Heineken 0.0 is available in more than 30 markets around the world.

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