It’s not often that you’ll find bars and clubs encouraging participation in Dry July, but with the non-alcoholic category experiencing double digit growth in Australia last year, it deserves some consideration.
In 2023, almost a fifth of all no-alcohol consumers globally were new entrants to the category, and it’s occasions like Dry July that often act as a catalyst for trial. With 78 per cent of no- and low-alcohol (NoLo) consumers being alcohol moderators, this represents a significant number of consumers who don’t want to sacrifice social occasions when they choose not to drink.
Throughout the month of July, Lyre’s Non-Alcoholic reports its biggest uptake in new consumers, and this year the non-alcoholic spirits company has partnered with some of Australia’s most iconic venues to create an unrivalled non-alcoholic cocktail offering.
Lyre’s Menu with a Cause campaign will see partner venues such as the Maybe Sammy Group, House Made Hospitality, Trippas White Group, Mantle Group, Gradi Group, Fun-Lab and Beach House Group roll out activations that deliver an uninterrupted experience to those going sober for the month.
Stefano Cantino, Director at Maybe Sammy, one of Sydney’s most renowned cocktail bars, is proud to be offering an alcohol-free alternative for those looking to moderate their alcohol consumption.
“My team is passionate about the cause while giving customers the best hospitality experience regardless of alcohol. The option of a Lyre’s Margarita next to an ordinary Margarita means you can still go out with friends and experience a similar taste profile and enjoy the same social atmosphere. At the end of the day, that is what we are all about.
“I can attest to the delicious spirits Lyre’s has to offer as I often choose to drink non-alc during work events and when out with my wife, so you don’t feel like you’re missing out on anything,” said Cantino.
While Dry July activations provide an opportunity for venues to trial non-alcoholic alternatives and encourage category education, campaign participation also helps to raise funds for tangible support for those impacted by cancer through the Dry July Foundation.
During July, those venues which have partnered with Lyre’s on its Menu with a Cause campaign will raise funds through dollar donations from each Lyre’s cocktail sold on-premise. In addition, Lyre’s will also donate $20,000 directly to the Dry July Foundation on Dollar Match Day.
David Murphy, Head of Product Development at Lyre’s, says: “Lyre’s has always been about changing the way the world drinks, but now we have an opportunity to change people’s perception about what going sober for a month looks like, or more importantly tastes like.
“If people can realise going dry for a month doesn’t mean changing their social life or expectations of a good drink, the lifestyle changes can continue to have a positive effect beyond the sober month.
“On the other hand, as a business if we’re able to encourage consumers to keep going out and supporting hospitality even when they’re not drinking alcohol, that is really important to keeping the industry alive,” he added.
