Lyre’s set to pop up at Bluewater
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Lyre’s – the non-alcoholic spirits brand – is launching its UK retail shop and bar at Bluewater shopping centre. Opening on November 25th, the pop-up will champion Lyre’s Classico Grande 75cl, the perfect alcohol-free accompaniment to the festive season – along with a selection of other premium non-alcoholic spirits. In addition to the retail offering, the pop-up will also feature an Impossible Bar, serving up some of the brand’s signature cocktails including; Salted Caramel Espresso Martini, Margarita, Amalfi Spritz and a Festive Mimosa.
The Lyre’s retail shop & bar will be located in Bluewater’s Guildhall area alongside international luxury brands – exposing the Australian-born brand to approximately 450,000 UK shoppers each week.
Open seven days a week, Lyre’s will be sampling its Classico Grande sparkling-style for those looking to toast the festive season. A calligrapher will also be on site every Saturday in December, giving shoppers the opportunity to add a bespoke twist to their gifting and personalise the limited edition gift box with a friend or family members’ name, or a festive message – all for only £10.
The Lyre’s pop-up will be live until early January, running across key selling periods including Black Friday, Christmas and into Dry January and the New Year sales period.
Lyre’s Classico 75cl bottles, complete with a beautifully presented gift box, will be available to purchase at £9 and the full range of 70cl Lyre’s spirits will be available to buy from £20. At the bar, Lyre’s signature cocktails will all be priced at £7.
Jayne O’Keeffe, VP Marketing Europe & UK at Lyre’s commented; “Partnering with Bluewater is an incredible opportunity for us to really showcase all the possibilities you can have with non-alc spirits and the choice you can have when you Make it a Lyre’s. Though the no and low category has seen triple digit growth in the last few years, it’s still an emerging category, so we wanted to create a space that was more than just a shop, but also a place where shoppers can stop, relax, chat and raise a glass with friends. Particularly as we enter into Dry January, it’s important to educate people that if you’re not drinking, there are more options available than a soft drink. Our bartenders will be on hand mixing up some of the world’s best-loved cocktail serves, showing shoppers that you can still enjoy the taste and occasion of your favourite drinks, just without the alcohol. They’ll also be hosting cocktail masterclasses to show shoppers just how easy it is to Make it a Lyre’s at home.”
James Waugh, Centre Director at Bluewater, added: “As so many of our guests drive to Bluewater, we are thrilled to welcome Lyre’s pop-up shop and bar for the Christmas season. This gives drivers a way to feel included in the festivities at the centre, with such fantastic non-alcoholic alternatives to well-loved cocktails available to enjoy with friends, alongside great gifting options to purchase.”
