QHA-Review_Feb_Digital

NEWS
with little or no alcohol - complete with background
music to set the mood.
CEO at Lyre’s, Mark Livings, said despite being
non-alcoholic, their portfolio of premium, award-winning
spirits allows customers to create 90% of the world’s
best-loved cocktails, allowing drinkers to switch
frictionlessly in and out of alcohol whenever they
choose.
“Our latest Amazon and AR technologies have been
developed as part of our commitment to changing
the way the world drinks, empowering consumers to
explore those possibilities and to educate them about
the range of choices available when you make it a
Lyre’s,” Mark said.
Inspired by the mimicry of the brands mascot, the
Australian lyrebird, Lyre’s was founded in 2019 to
perfectly replicate the world’s most popular spirits in
a non-alcoholic format. The company, founded out
of Sydney by Carl Hartmann and Mark Livings, is
the fastest growing drinks brand to ever come from
Australia.
Lyre’s spirits maintain the distinct tastes of rum, gin,
whiskey, amaretto and many more without being
alcoholic. Each liquor stars its own classily dressed
animal mascot, making Lyre’s bottles some of the most
charming looking on the market.
Chief Marketing Officer at Lyre’s, Paul Gloster, says
the company is seeing reports globally that Australia is
starting to lead the world in the adoption of
non-alcoholic drink alternatives.
“Our biggest success has been the way the Australian
market, both trade and consumers, has embraced
Lyre’s and the whole concept of non-alcoholic spirits.
We really feel like it’s broken through from being a
trend on the horizon to being something people are
actually really embracing,” he said.
Across the global liquor industry, low or non-alcoholic
drinks are becoming increasingly popular due to
consumers wanting to keep the culture of social
drinking without the burdens of drinking high sugar,
calorie and alcoholic content. While non-alcoholic
drinks are currently 3% of the global market, the trend
is predicted to grow to 31% in 2024. Companies like
Lyre’s are only going to become more prosperous, and
are important in allowing sober, pregnant, or
health-conscious customers to choose how they drink
freely and without any compromises.
In a message to retailers, Paul urges that liquor stores,
restaurants, and hotels should get behind the growing
trend and support the increasing number of customers
that are switching to low or non-alcoholic options.
“There’s always consumers that are looking for a high
quality non-alcoholic substitute, and having that range
in your store is really important going forward. This
trend is definitely not going away,” he said.
To access Lyres ‘Impossible Bar’ and to learn more
about Lyre’s spirits, visit lyresimpossiblebar.com.
QHA REVIEW | 7