The Shout Magazine (New Zealand)

Lyre’s reshapes distribution model in New Zealand

Two years since launching into the New Zealand market, Lyre’s says it is re-aligning its distribution model to bring the non-alcoholic spirit closer to both the consumer and customer.

From October 1, the full Lyre’s range will be available via a dedicated wholesale e-commerce store, allowing trade customers and select retailers to make Lyre’s available for consumers, with support from a dedicated on- and off -premise team.

Lyre’s will work directly with the trade to grow the market, whilst also extending a partnership with Future State CPG who will be responsible for major retail distribution in New Zealand.

“Our experience in launching Lyre’s in over 60 countries has helped us understand the importance of being close to the market,” says Mark Livings, CEO and Co-Founder of Lyre’s Non-Alcoholic Spirits.

“All the feedback shows that Kiwis have embraced the change towards non-alcoholic spirits, so accelerating our range and availability is critical.

“We thank our launch partner Hancock’s for the wins they have had so far in New Zealand and look forward to building on the foundation they have laid.”

The Lyre’s range can be purchased now at, or from selected stockists nationwide. Trade enquires can be emailed to or visit

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