Lyre’s Non-Alcoholic Spirit Co seals partnership with DJ David Guetta to promote brand worldwide

Non-alcoholic spirits brand Lyre’s has joined forces with international DJ and music producer David Guetta to drive up international sales.

Non-alcoholic spirits brand Lyre’s has joined forces with international DJ and music producer David Guetta to drive up international sales.

Lyre’s Non-Alcoholic Spirit Co co-founder, Noosa-based Carl Hartmann, said the equity-based deal with Guetta will take the company to the “next level”.

“We started to think who has global reach, hitting all the major demographics and countries – the list starts to thin out,” he said.

“Electronic music, whether you love or hate it, is so ingrained in everyday life. David has a really broad appeal from Boomers to Gen X.

“With David’s following worldwide, performing at top nightclubs and festivals, I’m looking forward to working together to introduce Lyre’s onto menus at venues globally.”

Lyre’s Non-alcoholic Spirits Co co-founder Carl Hartmann.

Guetta, who lives in France, has sold more than 10 million albums and 65 million singles globally, with more than 14 billion streams. The partnership marks his first venture into the non-alcoholic spirit market.

“We’re about to change the party scene together,” Guetta said.

“There’s always that ‘cheers’ moment at events. Many people think it’s bad luck to cheer with water, but Lyre’s is a non-alcoholic alternative that allows me to enjoy the moment with a quality drink, without consuming ­alcohol.”

The non-alcoholic spirit market is tipped to have a global compound annual growth rate of 6.5 per cent between 2023 and 2030. In 2022 alone, sales of no and low-alcohol beverages grew by more than 7 per cent in volume across 10 key global markets, exceeding $11bn in market value. Lyre’s, backed by major investment firms Morgan Creek and London’s D Squared Capital, was founded in April 2019 by serial entrepreneurs Mr Hartmann and Mark Livings. It is available in more than 40 markets around the world.

Lyre’s takes its name from the lyrebird, which can imitate almost any sound.

Its range of non-alcoholic spirits – including gin, vermouth, triple sec, tequila, bourbon, whisky, rum, and even ready-to-drink negroni, margarita, and old fashioned – gained an early foothold in a competitive market during the Covid-19 pandemic.

French DJ and music producer David Guetta.

There have been expectations that the private company will pass the $1bn valuation mark as the world wakes up from its Covid-19 hangover and embraces healthier drinking alternatives.

However, Mr Hartmann refused to reveal financial specifics, other than to say he is seeking sustained growth. “It’s all about optimising all the KPIs of the business in the current economic cycle and making the best beverages we can,” he said.

“Our largest market in the US and in the last 12 months it’s been like a rocket ship – we've had triple-digit growth this year.

“We are going to be laser-focused on our primary western markets – US, western Europe and Australia – while in the Middle East our growth is really strong both with the local population and expats as well.”

D Squared Capital managing director Daniel Grossman said he was thrilled to partner with Guetta and his team.

“David is a world-renowned industry pioneer, a dominant leader in his category and a positive force for change. David unites people the world over, providing joy to millions through the art of music and Lyre’s is proud to be a part of David’s legacy,” he said.