LYRE’S NON-ALCOHOLIC & MMI PARTNER TO ENCOURAGE

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• Ocsober is a global fundraising initiative that encourages people to give up alcohol for the month of October
• 52% of Australians drink at least once a month, whereas 27% of UAE residents do
• In the last five years 12% of UAE residents have drunk much less, 10% a little less
• The main reason motivating 58% of UAE residents to drink less is a healthier lifestyle

Dubai, UAE | October, 2022: The surge of mindful drinking as a positive global health trend is set to reach its peak this month, as charity initiative Ocsober invites everyone to review their alcohol consumption. As a response to research that 58% of UAE expats are looking to limit their alcoholic intake, combined with the 52% of UAE residents whom are already tee-total, Lyre’s Non-Alcoholic (Lyre’s) has partnered with MMI to offer complimentary alcohol-free cocktails at selected outlets throughout the month, in addition to a 20% off the entire Lyre’s range in MMI stores in Dubai during Ocsober.

One of the lasting impacts of the pandemic is that consumers are prioritising their health, preferring to focus on healthy hedonism. For example, millennials are less likely to drink than their elders, which is reflected by the growth of the non-alcoholic drinks market – now worth US$1.25Tn in 2022. In the UAE, an increasing number of residents are looking for appetising alternatives; 49% report they are open to drinking a non-alcoholic cocktail if available.

Lyre’s has launched this activation with MMI to give residents the chance to enjoy a free zero-cocktail, which is designed to replicate the taste, aroma and bouquet of alcohol counterparts but with less sugar and calories. For Ocsober, Dubai visitors can sample an expertly crafted cocktail for free at the MMI outlets from 3:00pm – 8:00pm including Al Wasl (7th-8th October), Town Square (14th -15th October), City Walk (21st -22nd October) and Al Thanya (October 28th-29th). For those wanting to take Lyre’s home for a convenient afterwork refresher, residents can choose between the Italian Spritz, Dark Cane, Dry London, American Malt, Amaretti and Classico Grand.

For those looking to participate in Ocsober, NoLo is Dubai’s first dry bar within Dusit Thani, serving expertly-mixed Lyre’s cocktails. Emerging as a hotspot for local taste-makers, the music, city views, and sound of glasses clinking are all part of NoLo’s intriguing ambiance. Throughout October and beyond, guests can sip on The Basil Smash as an afterwork unwinder with a friend, or have an exotic Spice Date Espresso Martini on a romantic date night that will be a well-deserved reward for those looking to abstain or moderate their alcohol consumption for the month.

Although abstinence is advised, Ocsober also encourages sober-curious consumers to consider limiting their intake.  It is this mindful approach that resonates with Lyre’s as the disruptive brand aims to give their consumers the “freedom to drink your drink your way”. To cater for this wide audience looking to socialize with an expertly crafted beverage, Lyre’s is also now available in over 100 outlets in the UAE, including award-winning restaurants Sushi Samba, Zuma and 11 Woodfire.

Karl Fielding, Vice President of Lyre’s Non-Alcoholic commented, “Ocsober is the perfect time to explore mindful drinking. Whereas previously people have felt like they have to compromise on taste, Lyre’s is the world’s finest, most awarded range of impossibly crafted non-alcoholic beverages that offers consumers a sophisticated, delicious portfolio of non-alcoholic products to drink their way, without compromise. We are delighted to partner with MMI, not only invite shoppers to try a complimentary yet deliciously satisfying cocktail but also together we encourage everyone to discover a new way to enjoy their favourite cocktails, in non alcoholic format, that can be made and enjoyed at home.”

-ENDS-

About Lyre’s

Lyre"s Non Alcoholic is the world"s finest range of impossibly crafted non-alcoholic spirits.

Lyre’s was created with two founding principles; to offer consumers a sophisticated, delicious portfolio of non-alcoholic products that enabled them to enjoy their drink, their way, without compromise and to help change the way the world drinks. In essence, Lyre"s gives you freedom. Lyre’s promotes healthy hedonism as all of the products are vegan and reduce the calorie intake by up to 90%. All packaging is recyclable.  Lyre’s encourages you to stay spirited and drink free. As the most-award winning range of non-alcoholic products, Lyre’s is currently available across 50 countries and one bottle is sold every 30 seconds.

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