Marketing

Lyre’s Non-Alcoholic Spirits Launched in Ireland

The No and Low alcohol trend has started to pick up real momentum in Ireland, particularly throughout 2020 and consumer demand for a quality No alcohol cocktail experience is rapidly growing according to Richmond Marketing which is responsible for the new Lyre's Non-Alcoholic Spirits range here.

 

Lyre’s cocktails have already been included on the menus of some of the world’s top 100 cocktail bars such as Happiness Forgets in London, Manhattan Bar in Singapore and Trick Dog in San Francisco.

Lyre’s cocktails have already been included on the menus of some of the world’s top 100 cocktail bars such as Happiness Forgets in London, Manhattan Bar in Singapore and Trick Dog in San Francisco.

Lyre’s Non-Alcoholic Spirits, the world’s most comprehensive range of alcohol-free spirits and liqueurs, has arrived in Ireland to help meet the demand and enhance the category.

Richmond Marketing points out that there are no convoluted new creations here – instead, a focus on the established.

“While enjoying a libation at home has become the norm for those across Ireland in recent months, Lyre’s offers an alternative to alcohol with no compromise on the taste, quality, or experience,” states Richmond.

Mark Livings, Chief Executive of Lyre’s, states, “Lyre’s ambition is not to create original, new flavours, but to get as close as possible to those time-tested and universally-loved flavours of original spirits and pay them homage.

“As the mindful drinking trend grows around the globe, more and more people are looking for sophisticated alternatives to alcohol. Lyre’s was created so social people looking for more mindful options can still enjoy a sophisticated drink. Only Lyre’s gives you the freedom to have your drink your way.”

The diverse portfolio already boasts 13 different spirits and liqueurs including Gin, Whiskey, Rum, Campari, Dry and Sweet Vermouth, Absinthe, Triple Sec, Amaretto and Coffee Liqueur. There are more in the pipeline to be introduced in 2021.

Lyre’s is now available in more than 30 markets including Australia, New Zealand, the US, the UK, Hong Kong, Singapore and China and now the Netherlands. Lyre’s sees the Irish market as a key market for expansion. Earlier this month, the brand received funding of nearly € 10 million to continue this growth, therefore driving global growth in the Non-Alcoholic category. This is the biggest investment in this category so far.

Most awarded non-alcoholic brand

Lyre’s has been crafted using all-natural essences, extracts and distillates so as to match the aroma, taste and appearance of the traditional spirit without using alcohol as a base.

The quality of Lyre’s spirits has been recognised in several blind tests by distinguished sommeliers. The brand “always comes out on top” and has won many international awards including at the London International Spirits Competition and the 2020 San Francisco World Spirits Competition.

“When we first tried the cocktails, we couldn’t believe the similarity to their alcoholic counterparts,” said Mary-Anne Byrne, Head of Alcohol Brands at Richmond Marketing, of the launch.

Most recently, the brand was recognised as the creators of the best and highest-scoring non-alcoholic spirit in the world at the International Wine & Spirits Competition.

“The Lyre’s bottles have a beautiful design and would certainly look good behind the bar or in one’s own drink collection,” states the company.

The animal on each label refers to the country of origin of that drink. Lyre’s name and logo are inspired by the Australian ‘Lyrebird’, a bird known as the world’s greatest mimic. And that is exactly

how Lyre’s works.

“Because the spirits have been developed to mimic the aroma, taste and appearance of the traditional spirit, drinking, for example, a Lyre’s G&T or Lyre’s Espresso Martini still gives you that feeling of a cocktail evening, even if you don’t drink alcohol.”

Lyre’s cocktails have already been included on the menus of some of the world’s top 100 cocktail bars such as Happiness Forgets in London, Manhattan Bar in Singapore and Trick Dog in San Francisco.

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