Non-alcoholic spirit brand signs Aussie cricket captain as ambassador
Non-alcoholic spirit company Lyre’s has signed a partnership with Pat Cummins, welcoming the Aussie cricket captain on as one of the brand’s global ambassadors.
The partnership symbolises a union of athletic excellence with a commitment to a balanced lifestyle, as people increasingly embrace mindful alcohol consumption.
Cummins
Lyre’s describes itself as a key player in mindful drinking, offering premium non-alcoholic alternatives, charging toward a future where non-alcoholic choices are not just a trend, but a lifestyle.
The shift towards healthier choices is evident in Australia, where 31% of consumers actively opt for non-alcoholic products, showcasing a significant change in preferences, according to a recent International Wine & Spirit Research (IWSR) study.
The surge in volumes of non-alcoholic beverages, encompassing beer/cider, wines, spirits, and ready-to-drinks (RTDs), reached 60% in 2022, with non-alcoholic RTDs leading the charge by nearly quadrupling in volume. Looking ahead, the IWSR forecasts predict a growth trajectory in the no/low alcohol category of 15% from 2022 to 2026.
Cummins has openly embraced a lifestyle that prioritises health, without compromising on enjoyment.
As an advocate for wellbeing, he said his partnership with Lyre’s aligns perfectly with his commitment to making mindful choices.
“During the season, we are playing and training weekly, so I maintain a good fitness level. However, it’s essential to back this up with a healthy lifestyle around eating, drinking and ensuring I get plenty of rest/sleep,” he explained.
“I’ve always been someone who drinks alcohol in moderation, so discovering Lyre’s gave me extra options. My favourites are a Lyre’s Negroni and the Lyre’s Pink London Spirit.”
Carl Hartmann, co-founder of Lyre’s, said the brand is “honoured” of this new partnership.
“Pat’s active regime on and off the pitch and passion towards leading better-for-you lifestyle makes him the perfect brand partner,” he said.
“We look forward to Lyre’s playing a more relevant role within sport and the moderation of alcohol consumption.”
In addition, the McGrath Foundation, a fundraiser for McGrath Breast Care Nurses, has been chosen as Lyre’s philanthropic partner.
The partnership is said to take on special significance for Cummins, as the foundation is also a long time partner of Cricket Australia.
Cummins’s partnership comes a week after his former teammate Brett Lee also signed an ambassadorship, with Jobs, Immigration, and Educations Consultancy Services (JICS).
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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