High and dry: Growing awareness and RTD cocktail format driving ‘non-alcohol’ movement in Asia – Lyre’s The ‘dry movement’ is gaining momentum in Asia alongside a rising demand for non-alcoholic RTD cocktails as consumers seek out more mindful drinking options, according to one of the category’s pioneers - Lyre’s.
While previously the ‘dry movement’ was often limited to just Dry January, such events are now increasing and seem to be increasingly embraced by Asian consumers.
“Back then, Dry January was just a single month initiative, but now we’ve got more trending such as Moderate March. Dry July and more, showing that the dry movement is very active and [importantly] is gaining a lot of traction in Asia,” Lyre’s Asia Regional Manager Rachel Ling told