Non-alcoholic spirit brand signs Aussie cricket captain as ambassador

February 19, 2024 1:53

Non-alcoholic spirit company Lyre’s has signed a partnership with Pat Cummins, welcoming the Aussie cricket captain on as one of the brand’s global ambassadors.

The partnership symbolises a union of athletic excellence with a commitment to a balanced lifestyle, as people increasingly embrace mindful alcohol consumption.

Cummins

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.