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Lyre’s appoints Northeast as Hong Kong distributor

Non-alcoholic spirits producer Lyre’s has stepped up its distribution network in Hong Kong by announcing a new partnership with local importer Northeast Wines & Spirits Ltd.

Introduced to Hong Kong in 2020, Lyre’s is expanding its local presence with the appointment of Northeast Wines & Spirits Ltd. The strategic partnership aims to unlock a health-conscious lifestyle and mindful Hongkong audience, in a city where the trend for non-alcoholic drinks is growing.

Northeast, a niche wines and spirits specialist established in Hong Kong since 1993, recently joined forces in a merger with one of Hong Kong’s best independent spirits distributors, High Spirits HK. Northeast currently represents a portfolio of 75 brands across wine, Champagne and sparkling, beer and spirit categories from 12 countries.

According to research conducted by Lyre’s, 72 per cent of Hongkongers who reduced their alcohol consumption in the past year, did so due to a desire to live a more health conscious lifestyle. 69% of Hong Kong is open to choosing non-alcoholic options when they available, further highlighting the change of local preferences.

Mark Livings, CEO of Lyre’s, said: “We are delighted to be working with Hong Kong’s successful wine and spirits distributor, Northeast. Through this partnership, we will continue building on our early success with some of the key industry players in Hong Kong, including bars and retailers, hence elevating availability and awareness across the city. This is particularly exciting as the no and low beverage category is approaching broad acceptance throughout Asia, where the market is estimated to grow more than 7% by 2025.”

“Seeing the recent rapid rise in low or no alcohol category, with projected growth by 31% over the next three years globally, we are excited to tap into this market spearheaded by Lyre’s. With Lyre’s as the first non-alcoholic spirits brand in our portfolio, we are looking forward to making mindful drinking available to everyone in Hong Kong.” Commented Tom Wood, Northeast’s spirits division manager.

Lyre’s is now available in 43 countries. The UK brand showcases a range of 13 award-winning, alcohol-free classic spirits.

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