Look to Lyre’s Non-Alcoholic Spirits to Amplify Dry January
As the Official Wine and Spirits Partner of Dry January® USA, Lyre’s Amplifies the Impact with Nationwide Initiatives and Strategic Collaborations
Lyre’s Non-Alcoholic, the trailblazer in the no-and-low alcohol beverage sector, proudly announces its exclusive role as the Official Wine and Spirit Partner of Dry January® USA. This initiative, championed by Meharry Medical College, represents a landmark moment in public health advocacy under an exclusive licensing agreement with Alcohol Change UK, the owners, trademark holders and creators of Dry January®.
Lyre’s North American Marketing Manager, Jennifer Contraveos, shares, “Our partnership with The Global School of Health at Meharry Medical College for Dry January® USA is a testament to our vision of changing how the world drinks. We are proud to lead this initiative, offering the freedom to celebrate life’s moments with thoughtful options making mindful moderation delicious and enjoyable during January and beyond.”
An International Movement Goes Stateside
Dry January®, the internationally recognized campaign that encourages people to start the new year alcohol-free, has been officially franchised in the United States by Alcohol Change UK to The Meharry School of Global Health, an HBCU (Historically Black College or University.) As the exclusive licensee, Meharry School of Global Health, with Nashville as its headquarters, is poised to elevate the campaign to new heights. In this pivotal role, Lyre’s aligns as the official wine and spirits partner, distinguishing itself from other brands and underscoring its commitment to meaningful, cause-related marketing.
Lyre’s contribution goes beyond words to include substantial support for the cause, with a promise to donate $1 for every bottle of Classico Sparkling and Pink London Spirit sold during January, directly funding Meharry’s dedicated efforts to advance research and education around the health effects of alcohol, especially within minority communities. The Meharry School of Global Health the first of its kind in our nation, is committed to addressing complex and evolving health challenges with a global perspective. The School’s dedication to advancing just and equitable access and education in behavioral and mental healthcare is particularly relevant to the Dry January program. This program serves as an educational resource for individuals tackling alcohol addiction, misuse, and abuse, guiding them towards achieving their best health.
Empowering Through Partnership
As the exclusive partner, Lyre’s is uniquely positioned to amplify Dry January® USA. With a powerful program of initiatives, including:
• Meharry at the Bluebird Cafe – Kickoff Event: Join us on Friday, January 5th, for the launch of Dry January USA at the iconic Bluebird Cafe in Nashville, an esteemed venue known for its intimate musical performances. This special evening will feature Grammy award-winning Gramps Morgan and a lineup of talented musical guests, celebrating the kickoff of Dry January. Meharry will also take this opportunity to share their inspiring story, their aspirations for the future, and commemorate their 150th anniversary – a milestone reflecting their enduring commitment to medical education and community health.
• Celebrated Culinary and Beverage Collaborations: The Mina Group and IGC Restaurant Group are shaking up the non-alcoholic cocktail scene, featuring Lyre’s in their menus across various bar and dining concepts. The MINA Group is shaking up the non-alcoholic cocktail scene, featuring Lyre’s in their menus across various bar and dining concepts across the country. Founded by award-winning Chef Michael Mina, MINA Group is a collection of more than 30 restaurants that deliver impeccable service, accessible hospitality, and the ultimate in the culinary arts to guests around the world. Restaurants from Bourbon Steak in Miami to Estiatorio Ornos in San Francisco will feature at least four non-alcoholic beverages as part of their beverage offerings in the new year.
• Cocktail Courier Collaboration: Elevate your Dry January with an exclusive cocktail kit by Cocktail Courier, featuring Lyre’s White Cane and Coffee Originale. Perfect for crafting a non-alcoholic espresso martini at home, this kit brings the sophisticated flavors of Lyre’s straight to your doorstep.
• Sweet Indulgence Meets Mindful Sipping: A special Lyre’s-inspired non-alcoholic ice cream flavor will be the talk of the town at Tipsy Scoop’s NYC locations.
• Green Hills Mall Pop-up: An immersive showcase of Lyre’s non-alcoholic alternatives together with the Meharry Medical College team.
Commitment to Community and Research
In a tangible gesture of support, Lyre’s will contribute $1 for every bottle of Classico Sparkling and Pink London Spirit sold during January to The Global School of Health at Meharry Medical College’s Dry January® USA efforts. This funding is a cornerstone of a larger commitment to understand and mitigate the effects of alcohol on health, particularly within minority communities. Meharry’s research endeavors to uncover insights into alcohol’s societal impact, develop educational programs, and foster interventions that promote healthier lifestyle choices across diverse populations. This partnership not only reflects a shared vision for a healthier society but also ensures that every sip of Lyre’s supports groundbreaking research and impactful community initiatives.
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