Lyre’s, the creators of a newly launched premium range of 13 non-alcoholic spirits unveils its first UK brand campaign with the aim to inspire consumers to be proud to opt out without being left out and to find a “kindred spirit”. The campaign kicks off 19th February 2020.
The no and low category is the fastest growing category in the drinks market and with sobriety or reducing alcohol an increasing trend for UK consumers – 8.6m Brits, 12% of UK drinkers will be cutting down this year* – the campaigninspires people to embrace the mindful movement and showcases Lyre’s impossibly crafted range of non-alcoholic spirits.
Created by Kinetic, this inaugural campaign challenges the status quo around the social conventions of alcohol consumption. It also heroes the products, demonstrating Lyre’s signature serves to highlight its diverse range of beautifully crafted non-alcoholic drinks that are possible such as a Lyre’s G&T or American Malt and Cola.
The message is simple but effective – opt out without being left out.
The campaign will launch in the UK on 19th February 2020 and will run throughout Spring, using a blend of large format and digital out of home advertising alongside a targeted social media and digital display campaign. Across all digital media formats different creative will be deployed to reflect the variety of Lyre’s products and usage occasions. Media buying has been handled by Initiative. The campaign will also be supported by a nationwide PR and events strategy.
Lyre’s, named after the Australian Lyrebird, the world’s greatest mimic – is a comprehensive portfolio of spirits – from London Dry to Amaretti – that pays homage to the classic originals enabling people to re-create their favourite tipple/cocktail without compromising on aroma, taste and appearance. Lyre’s is already stocked in Sainsbury’s, Amazon and across tastemaker food and drink websites like Master of Malt.
Jayne O’Keeffe, VP European Marketing comments: “Consumer drinking habits are changing and it’s not just a fad, people are increasingly concerned about their health and wellbeing and are choosing more mindful ways to live their life. Our strategy has been to develop a range of great tasting products that are accessible and empower people to feel good about drinking, whether that’s someone who just wants to cut down or doesn’t drink at all. UK consumers have embraced Lyre’s and we’re excited to be launching our first nationwide campaign just a few months after our UK debut.”
Lyre’s Non-Alcoholic Spirits haven’t created confusing, original botanical flavours. Instead, each drink is designed to be a faithful replica of its alcoholic original. The range already consists of an impossibly crafted 13 different spirits and liqueurs, with more to follow. Bartenders can now conjure up best-sellers such as an Espresso Martini, Amaretto Sour, or Negroni without having to compromise on taste or cocktail flare.
Lyre’s Non-Alcoholic Spirits is distributed in the UK by Proof Drinks.
To find your nearest Lyre’s stockist, please visit https://www.lyres.co/.
*References
YouGov interviewed a representative sample of 8,906 UK adults aged 18 to 85 online, between 14th May and 5th June 2018. Data have been weighted to be representative of the UK adult population (aged 18 to 85) according to gender, age, social grade, and region. https://www.drinkaware.co.uk/media/293021/drinkaware-monitor-2018-report_v100.pdf combined with ONS data on the number of drinkers in the UK 2018 – see further summary on https://mindfuldrinkingfestival.com/media-stats/
Source: Lyre
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