LYRE’S
Taking Lyre’s from Zero to Hero
ABOUT THE PROJECT
Taking Lyre’s from zero to hero…
Lyre’s is the world’s first portfolio of non-alcoholic spirits that mimic the aroma and taste of the world’s most popular alcoholic drinks. Lyre’s came to Visible in 2020 to launch the brand in the UK and help them on their mission to change the way the world drinks. The non-alcoholic beer market was starting to flourish but spirits were still a nascent market. There wasn’t an activation budget at the start of the campaign, so we had to focus purely on ‘earned media’.
Our strategy centred around driving category leadership in trade media supported with business storytelling around financials and fundraising, new product launches, industry commentary and founder profiling. This led to a swathe of coverage across on and off trade media including The Grocer, Pub & Bar and Drinks Business, as well as profiles in the likes of The Times and The Daily Telegraph.
We also sought to drive credibility for the business and its fantastic array of products by developing a robust awards strategy to gain on and off trade respect.
This resulted in Lyre’s securing hundreds of key accounts across the UK, from nationwide chains to top tier hotel and catering establishments.
In addition, we helped Lyre’s to broker partnerships with industry advocates and organisations from the no and low space, including supporting a three-year sponsorship of Dry January and launching multiple activations with the likes of Club Soda and Anya Hindmarsh in order to build brand kudos within the category.
Within just two years of launching into the UK, Lyre’s was at £270m. Its founder became a go to thought leader and media commentator for all things no and low and thanks to our awards programme, Lyre’s is still the most awarded non-alcoholic beverage company globally today.
GLOBAL
RECOGNITION
Established Lyre's as the
most awarded non-alcoholic
spirit globally
TOP TIER
COVERAGE
in national and
trade media including The Daily Telegraph and The Grocer
£270M
Valuation for the business after two years - with no additional market support other than PR