Kent shopping centre Bluewater is set to open a ‘pop-up’ sober experience in partnership with non-alcoholic spirit brand Lyre’s from tomorrow (25 November).
The festive activation will run through to 25 January across numerous key selling periods such as Black Friday, Christmas, the New Year and Dry January.
“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,” Lyre’s vice-president of marketing Europe & UK, Jayne O’Keeffe said.
“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.”
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Located within the shopping centre’s Guildhall area, it is estimated that the activation will reach around 450,000 shoppers per week.
Bluewater centre director, James Waugh 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.”
