Monarq and Lyre’s Spirit Co agree on distribution for LATAM and Caribbean

By Luke Barras-hill |

Left to right: Lyre’s Co-Founders Mark Livings and Carl Hartmann.

Monarq Group and Lyre’s Spirit Company have announced a distribution partnership.

The agreement covers Latin America and Caribbean duty free and the region’s domestic markets, with liquid set to hit shores this quarter.

Robert de Monchy, Managing Director of Monarq Group – a leading import, distribution and marketing group of premium alcoholic beverages throughout Latin America and the Caribbean and in US duty free – said: “We are pleased to announce our regional distribution partnership with Lyre’s.

“Lyre’s created their spirits to taste like the classics they pay homage to and source the finest all natural essences, extracts and distillates from the four corners of the globe. Lyre’s is quite simply the finest range of non-alcoholic classic spirits, and we are ready to introduce this wonderful brand to our part of the world.”

Founded in 2019 by Mark Livings and Carl Hartmann, Lyre’s premium range includes 18 non-alcoholic spirit variants, five ready-to-drink 250ml mixed cocktails and Classico Grande 750ml, a non-alcoholic Italian-style sparkling drink.

In 2022, the award-winning Lyre’s extended its selection of premium non-alcoholic spirits by introducing Agave Blanco Spirit, Agave Reserva Spirit, Pink London Spirit, and its premium non-alcoholic whisky-style beverage, Highland Malt.

In 2022, the award-winning Lyre’s extended its selection of premium non-alcoholic spirits.

Lyre’s SVP Europe & LATAM Jacco van Vliet, added: “Lyre’s was created to change the way the world drinks, ensuring that anyone, anywhere, can order a premium non-alcoholic sophisticated serve, without compromise.

“This new partnership further strengthens our ambition as Monarq is the leading independent regional import, distribution and marketing group of premium beverages in Latin America and the Caribbean.

“I look forward to working with Robert and his dedicated team of experienced professionals in bringing our delicious, premium non-alcoholic drinks to even more people throughout the Americas.”

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...

International

DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend