Amber Beverage Group Expands Alcohol-Free Offerings Through Lyre’s Partnership
Amber Beverage Group (ABG) is strengthening its position in the alcohol-free sector by partnering with Lyre’s, a leading global brand in non-alcoholic spirits. The collaboration will see ABG distribute Lyre’s products across multiple markets, tapping into the surging demand for premium alcohol-free alternatives.
Addressing Growing Consumer Demand
The partnership comes at a time when the no- and low-alcohol category is experiencing significant growth. Consumers are increasingly seeking sophisticated alcohol-free options, driven by lifestyle shifts and a focus on health-conscious consumption. According to industry reports, the global non-alcoholic spirits market is projected to expand substantially over the next few years, making it a crucial segment for beverage companies.
By adding Lyre’s to its portfolio, ABG strengthens its position in this fast-rising market segment. Jekaterina Stuģe, CEO of Amber Beverage Group, emphasized that Lyre’s range meets the needs of modern consumers looking for high-quality non-alcoholic alternatives that maintain the complexity and flavor of traditional spirits.
Strategic Market Expansion
ABG’s global reach will accelerate Lyre’s distribution in key regions, enhancing accessibility for consumers seeking premium alcohol-free options. This strategic expansion aligns with ABG’s broader goal of diversifying its product lineup while capitalizing on high-growth beverage categories.
Mark Livings, co-founder of Lyre’s, noted that the partnership leverages ABG’s extensive supply chain and market expertise, ensuring wider availability of Lyre’s award-winning products in both retail and hospitality sectors.
Implications for the FMCG Sector
ABG’s move reflects a broader trend in FMCG, where major beverage companies are investing heavily in alcohol-free alternatives. As the no- and low-alcohol segment gains traction, competition is intensifying, prompting brands to innovate with new flavors, formulations, and partnerships. The collaboration between ABG and Lyre’s underscores the growing importance of premium alcohol-free offerings within mainstream beverage portfolios.
With consumer preferences evolving, industry players who invest in high-quality, alcohol-free innovations stand to gain a competitive edge. As more FMCG companies incorporate non-alcoholic options