Non-alcoholic specialist Lyre’s Spirits Co has sold a stake to David Guetta in a deal that will see the high-profile DJ assume global brand ambassador responsibilities.
The transaction, for an unspecified size and sum, will see the company’s namesake brand and portfolio leverage Guetta’s “over 100m engaged fans worldwide across all social networks”. The latest development comes in the same year as Lyre’s has raised GBP18m (US$23.1m) in a funding round and has promoted CMO Paul Gloster to also take on the role of CEO.
The company was co-founded in Australia four years ago by Carl Hartmann and Mark Livings, with a spokesperson confirming to Global Drinks Intel that Hartmann is the current majority stakeholder.
“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,” said Hartmann. “This will allow people to have better-for-you options … and always have the option to feel included.”
The Lyre’s portfolio covers many spirits categories, including gin, tequila, whisky and rum as well as wine, with its Classico Sparkling no-alcohol offering. The brand, which has a presence in 40 markets worldwide, also features RTD variants, such as the non-alcoholic Margarita, Negroni and Old Fashioned premixes.
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