This non-alcoholic spirits brand spearheads mindful drinking in Hong Kong

Hong Kong – Following a successful introduction to Hong Kong in 2020, Lyre’s takes another step in expanding its local presence and providing more access to highly-demanded non-alcoholic spirits, with the appointment of Northeast Wines & Spirits Ltd.

Missioned to make mindful drinking accessible and easy for everyone, Lyre’s strategic partnership with Northeast unlocks a health-conscious lifestyle for Hongkongers where the trend towards non-alcoholic variants is growing.


Lyre’s is now partnering with Northeast, a specialist in niche wines and spirits established in Hong Kong in 1993, who recently joined forces in a merger with one of Hong Kong’s best independent spirits distributors, High Spirits HK. Committed to bringing the best selections of beverages to the market, Northeast currently represents a repertoire of 75 brands across the wine, champagne and sparkling, beer, and spirit categories from 12 countries.

Lyre’s continues to provide more health-conscious options to the local market, as demand for non-alcoholic alternatives increases. Out of those who reduced their alcohol consumption in the past year, 72% of Hongkongers did so due to the desire for a more health-conscious lifestyle.

Industry research conducted by Lyre’s also found that 69% of Hong Kong is open to choosing non-alcoholic variants when available, further highlighting the changing local preferences. Having made its debut only two years ago, Lyre’s has become the most widely distributed non-alcoholic spirits brand and is now available in 43 countries. The UK brand showcases a range of 13 award-winning, alcohol-free classic spirits, created using a unique understanding of food science and flavor architecture.

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.” shares Northeast’s Spirits Division Manager, Tom Wood.

On a mission to change the way the world drinks, Lyre’s is a UK brand that made its debut in 2019 and has expanded to 43 countries and counting.

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