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News 10 Jan 2022 - 2 min read

Lyre’s signs Audience Precision ahead of global alcohol-free drink rollout

By Sam Buckingham-Jones - Senior Writer
Lyre's Non Alcoholic Drinks Audience Precision

Audience Precision's Haydon Bray, Lyre's Global CMO Paul Gloster and one of Lyre's non-alcoholic drinks products.

An Australian non-alcoholic spirits brand is riding the wave of alcohol-free drink alternatives and going global, naming local media consultancy Audience Precision to its now international account.

What you need to know:

  • Lyre’s NonAlcoholic Spirits has appointed Audience Precision to its strategy, media planning and buying account as its expands globally.
  • The company has won dozens of awards for its nonalcoholic spirits and has secured distribution contracts in more than 50 countries.

Non-alcoholic drinks company Lyre’s has appointed Audience Precision to its media strategy, planning and buying account, as it eyes global expansion amid a wave of alcohol-free drink alternatives.

The Australian company produces 15 spirits and five ready to drink products and has won more than 200 awards globally, claiming to be the most awarded non-alcoholic spirits company in the world. It was founded in 2019 by Mark Livings and Carl Hartmann.

For eight months, Audience Precision has been exploring market opportunities for the brand to launch in other markets.

Lyre’s then appointed Audience Precision to help with the global rollout, managing marketing insights, communications strategy, media planning and buying and campaign reporting.

The agency’s CEO, Haydon Bray, said Audience Precision’s research study identified growth areas and Lyre’s saw the benefits in partnering for the next steps. Lyre’s Non-Alcoholic Spirits joins new client wins RedEarth Energy Storage, L’Occitane and RM Williams at Audience Precision.  

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