Superstar DJ and music producer David Guetta is to become the new global brand ambassador for non-alcoholic spirits brand Lyre’s.

The partnership marks Guetta’s first venture into the non-alcoholic spirit market, which is expected to see a 6.5% CAGR during the forecast period 2023-2030*.

Carl Hartmann, Lyre’s co-founder, said: “I’m excited and privileged to announce our partnership with David Guetta. As one of the greatest DJs and producers of all time, and with over 100M engaged fans worldwide across all social networks, I can think of no one better to help us on our mission to change how the world drinks.

“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. This will allow people to have better-for-you options when they are out watching their favourite artists perform and always have the option to feel included,” says Hartmann.

Regarding the partnership, Guetta says: “We’re about to change the party scene together! Now everyone can enjoy great-tasting drinks without alcohol, no matter where you are – at a bar, a club, or just chilling at home. It's all about inclusivity and freedom of choice! There’s always that ‘cheers’ moment at events… Lyre’s is a non-alcoholic alternative that allows me to enjoy the moment with a quality drink, without consuming alcohol.”  

Lyre’s is backed by investors D Squared Capital and Morgan Creek and is available in over 40 international markets.

*DataM Market Research Report