Lyre’s has launched the world’s first non-alcoholic baijiu. The new release will be exclusively available in China.
Baijiu is the world’s most popular alcohol, accounting for 23% of all spirits consumed globally. For Lyre’s, the launch will “unlock a significant market opportunity. The baijiu category is valued at $100 billion a year, with 99% of the spirit’s consumption occurring in China, according to consulting firm Ries.
Lyre’s spent over two years developing its Baijiu Spirit to replicate the traditional Chinese product.
“Baijiu sales represent almost one-quarter of all spirits sold globally each year, with over five billion liters being consumed in China annually, and yet, until our launch, there has been no non-alcoholic baijiu in existence,” said Mark Livings, Lyre’s co-founder and CEO. “The growth of the non-alcoholic category – and mindful consumption generally – is transcending borders and cultures.
“Whilst the vast majority of baijiu consumption will undoubtedly remain alcoholic, there are a whole host of situations where individuals may want to take part in the baijiu drinking custom or create baijiu-based cocktails that we see on trend throughout China’s luxury hospitality sector, in a non-alcoholic format. A fraction of this US$100 billion market would be very significant.”
Lyre’s Baijiu Spirit is the 17th non-alcoholic product in its portfolio, following the recent launches of Tequila alternatives, Agave Bianco and Agave Reserva, and Pink London Spirit.
The company has been on a tear recently, gaining more than 1,000 new bar and restaurant listings in the UK during the first quarter of 2022.
Lyre’s Baijiu Spirit will be available in hotel chains across China, including The Ritz Carlton Shanghai and Edition Hotels, as well as Guangzhou bar Hope & Sesame.