Lyre’s, one of the world’s leading independent non-alcoholic spirits brands, has completed a seed-plus funding round valuing the business at over £100m amid a rapidly expanding no/low alcohol spirits category.
This milestone has been achieved in under 24 months of trading, during which time Lyre’s has become one of the most widely distributed non-alcoholic spirits brands – now available in 43 countries – generating double-digit monthly revenue growth with annualised sales on course to exceed £35m by the fourth quarter of this year.
Lead institutional investors introduced in the latest funding tranche – Lyre’s third round since inception – include US-based Morgan Creek Capital Management (early-backers of Alibaba, SpaceX, Lyft, Drizly NinjaVan and Allbirds) and Bitburger Ventures (the investment arm of the German brewing dynasty). These enterprises joined existing investors, DLF Venture, VRD Ventures, SFO GmbH, Maropost Ventures and Döhler Ventures, all of which followed on or increased their positions in this round.
The company stated that funds raised will be used to accelerate its geographic expansion, with it targeting sales in 60 countries by year-end. It also plans to build on existing product research and development capabilities; increase product inventory as the global hospitality sector reopens; and further invest in the company’s UK, European and American manufacturing capabilities.
The business is currently entering an average of one new market per week and has already launched in difficult-to-enter markets such as Mainland China. As a digital-first brand, direct-to-consumer (DTC) sales currently account for 48% of the group’s revenue.
However, Lyre’s has also gained partnerships that include WeightWatchers, listings with more than 20 major retailers, availability in in-flight lounges such as British Airways and United Airways, and permanent placements in an increasing number of leading bars, restaurants and hotels around the world.
“It’s truly exciting to travel through the £100m valuation milestone within two years of trading,” said Mark Livings, Lyre’s co-founder and CEO.
“The demand for non-alcoholic drinks and growth in mindful drinking is exploding. The no and low alcohol category already accounts for 3% of the total beverage market and is projected to grow by 31% by 2024. Alcohol consumption is reducing, with millennials drinking 20% less than their parents at the same age, and consumers are making healthier choices across a number of indulgent food and beverage categories without having to compromise on taste and social experiences.
“Lyre’s has built a brand in the most challenging of market conditions and as we position the business at the threshold of the hospitality resurgence, our goal is to be ubiquitous in all major markets so that anyone, anywhere can say: ‘make my drink a Lyre’s’.”
Mark Yusko, CEO and Founder of Morgan Creek Capital, added: “Our Consumer Opportunities Fund is excited to be a lead investor in this round of financing for Lyre’s. We targeted a non-alcoholic spirits company as one of our core investments and Lyre’s met our criteria of a world-class management team with great tasting products and a strong brand in high growth mode.
“With a large product range of non-alcoholic spirits and RTD beverages, we believe Lyre’s is well-positioned to capture the tremendous growth in global demand in this category.”
NAM Implications:
- Not just 24 months…
- ..but a period of unprecedented global Lockdown..
- …generating momentum that has to continue into the New Norm.
- A pointer for all.
- Watch this space…
