LYRE’S

Lyre's is a premium producer of non-alcoholic spirits, boasting the largest and most diverse portfolio of products within the no and low market globally. The Aussie brand, named after Australia’s Lyre bird - the world’s greatest mimic – promised to change the way the UK socialises and Visible were tasked with bringing that vision to life through a hardworking press office that was rooted in good old-fashioned media relations. 

We started working with Lyre’s at the beginning of 2020, launching the brand at Club Soda’s Mindful Drinking Festival – the world’s largest celebration of the mindful drinking movement – in January as the lead sponsor of the event. With an audience of 10,000 people, including thought-leaders and influencers from on-trade, media and retail, Lyre’s sampled three signature cocktails and body announced itself within the category to rapturous applause. 

When lockdown restrictions hit, the UK reached for the bottle. Alcohol sales boomed as people adjusted to a new way of living, but this was followed shortly after by a huge spike in non-alcoholic sales across the food and drink category. The category was the fasted growing within food and drink pre-pandemic, but this growth was accelerated as consumer awareness heightened around health and wellbeing. During this period, Lyre’s saw record growth while consumer and trade media were served with a multitude of pitches and stories that heroed the benefits of moderation, the products and the business.