Everybody knows about Dry January at this point. Or at least they think they do. Many cynical drinkers will tell you it’s just some internet-inspired fad wherein people abstain from alcoholic beverages for the first month of the year. History buffs will tell you that the tradition actually has its routes in World War II-era Finland, where the government was encouraging its citizenry to preserve precious natural resources—while also upping productivity.
There’s truth in all of that. But the simple fact is, the capitalized conception of “Dry January” is an organizational movement, launched by a non-profit in 2013. Although it started as a public health initiative in the UK, it quickly migrated across the pond to become “Dry January USA®,” in partnership with the Meharry School of Global Health.
So, yes…It’s an official thing with its very own set of sponsors. And for the third year in a row, the official beverage of Dry January 2025 is Lyre’s Spirit Co. It’s a fitting union. The prominent non-alcoholic brand initially launched in Australia back in 2019. Since that time it has grown into the most-awarded N/A producer on earth. It has collected over a dozen medals from the London International Spirits Competition and dozens more from the San Francisco World Spirits Competition.
This Dry January, Lyre’s has been highlighted on hundreds of dedicated N/A menus across key US markets, from New York to San Francisco. Retail activations as well as on-premise mixology classes aim to help promote not just the brand itself, but to elevate sociability and connection without the aid of alcohol. Additionally, Lyre’s has donated $1 for every selected bottle sold this month to support Meharry’s research on alcohol’s health impact in minority communities. Given that an estimate 30% of Americans participated in Dry January last year, there’s a realistic opportunity for millions in charitable revenue.
“Looking ahead the future is promising for not only Lyre’s but the category in general, with ongoing momentum towards health, wellness and moderation,” says Kristy Bloomfield, chief marketing officer for the company. “As the number one independent Non Alcoholic spirit brand in the world, Lyre’s continues to drive our positioning as an elevated non alcoholic experience, and we are looking forward to welcoming more consumers into the brand through our extensive and highly awarded portfolio in 2025 and beyond.
In the meantime, you can find the extensive portfolio of Lyre’s product on shelves across the US—in both bottle and canned format. Some of its most popular offerings include American Malt, a $38 expression meant to mimic mellower bourbons; Dry London Spirit, which echoes a juniper-forward gin, at that same price point; and an earthy take on a Margarita, retailing at $15 per 4-pack. The full line-up is available for purchase on the Lyre’s website.
As this year’s iteration of Dry January nears its end, we sat down with Lyre’s CEO David Gimpelson to get a sense of where the N/A space is headed in the months ahead.
Tell us what excites you most about the Non-Alcoholic sector.
David Gimpelson: “The non-alcoholic space is one of the most exciting and dynamic categories in the beverage industry today. It’s not just about abstinence; it’s about inclusion, offering people more choices to enjoy life on their own terms.”
Why is N/A so big right now?
DG: “What we’re witnessing is a cultural shift. People are rethinking their relationship with alcohol, and the booming non-alcoholic category is proof of that. Lyre’s is proud to be at the forefront, offering options that make everyone feel included in every moment.”
What are you doing to stay a leader in the space?
DG: “Lyre’s has always been about innovation and authenticity. As leaders in the non-alcoholic category, our goal is to set the standard for what exceptional taste and experience look like in this space. “Lyre’s is committed to redefining what’s possible in the non-alcoholic space. As the category continues to grow, we’re focused on expanding our global presence, innovating new products, and delivering the premium quality and flavors our consumers expect.”
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