Lyre's Spirit Co follows up investment injection with global media partnership

Australia no-alcohol spirits brand appoints Audience Precision as it looks to ramp up global growth

Non-alcoholic spirits brand, Lyre’s, has brought on Audience Precision to support its media strategy, planning and buying as its looks to build out a bigger global presence.  

The Australian company, established in 2019, has already been operating outside of Australia with 50 distribution partnerships and more than 9000 points of presence globally. It’s now looking to accelerate activity.  

The brand has 15 alcohol-free products and five ready-to-drink offerings and was the brainchild of Mark Livings and Carl Hartmann. In November, Lyre’s secured a $37 million capital investment injection, bringing its market value to $500 million.  

Lyre’s said the latest Audience Precision partnership followed an eight-month bespoke research study conducted by the agency to understand the right course of action for the brand to realise global opportunities. The agency was chosen for its ability to provide research, insights, strategy and execution under its ‘single red thread’ approach. This is realised through its Precise360 platform, which taps into a consumer behavioural research dataset to create psychographic-based audience segments and insights for media strategy and campaign reporting.  

Lyre’s Non-Alcoholic Spirits global CMO, Paul Gloster, said the partnership with Audience Precision is a cornerstone of an ecosystem created to deliver global growth across the company’s product range.  

“It takes all the learnings from years of experience working on global brands and brings them together with the highest degree of ‘smarts’ to fuel growth at pace with consistency for our teams across the world,” he commented.    

According to figures quoted by Livings, the no and low alcohol category already accounts for 3 per cent of the total beverage market and is projected to grow by 31 per cent by 2024. Rising interest in alternative products to alcohol has been driven by the wellness movement as well as Covid pandemic environment.  

Yet different markets are exhibiting differing level of maturity and understanding of non-alcoholic beverages. So Lyre’s has been working to build out both a more bespoke and trends-driven marketing approach to inform its plans. It’s also put an emphasis on both distribution and direct-to-consumer investment.    

This work saw Gloster recently recognised on the CMO50 list of Australia’s most innovative and effective marketing leaders for 2021.   

Watch: Lyre's CMO Paul Gloster talks through his approach to launch marketing


Lyre’s joins a list of recent client wins for Audience Precision, including RedEarth Energy Storage, L’Occitane and RM Williams. The Lyre’s appointment is effective immediately.  

“We have the same startup mentality as Lyre’s and our bespoke research study that identified growth opportunities gave Lyre’s the confidence to appoint us to help them deliver on their global growth ambitions,” Audience Precision global CEO, Haydon Bray, said. “It’s really exciting.”

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page      

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

MAN! this is really a well-written article. Anything regarding app development is well addressed in this article. Especially, the way you...

AIA Developers

Mini marketing leader takes group marketing reins at BMW

Read more

Lyre’s and Dohler will not be sued by Arkay Beverages for stealing Arkay’s trade secretshttps://www.openpr.com/news...

Reynald Grattagliano

Lyre's Spirit Co follow up investment injection with global media partnership

Read more

Yes Iggy, I totally agree.Quite frankly any MD who claims "....Everything has an ROI." is simply naïve and ignorant.I'm reminded of Educa...

Philip Macleod

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in