#98. Lyre’s: The Honest Truth

Send me a message 🤗This week, I'm joined by Anita Osborne, the Sales and Marketing Manager for Lyre's Spirit Co. in the EU and UK. Anita takes us behind the scenes of one of the most successful global alcohol-free brands, sharing the highs and lows of building a business that spans over 60 territories. From launching with an ambitious 12 spirits (including an alcohol-free absinthe!) to navigating supply chain nightmares, pirate attacks on the Suez Canal, and strategic downsizing, Anita doesn't hold back about what it really takes to survive in this space. We explore Lyre's "your drink, your way" philosophy, why they're moving away from sober-specific marketing, and why it's OK that non-alcoholic spirits will never taste exactly like their alcoholic counterparts.0:00 The Lyre's Story6:45 Our changing attitudes in hospitality9:57 The Lyre's range: Why is it so big?!17:22 Lyre's RTDs21:30 A global concern32:34 Bridging the moderation gap41:06 Not a like-for-like46:07 Still fiercely independent51:36 The BBQ-QLYRES.COM  //  @LYRESSPIRITCOWE ALSO TALK ABOUT:L.A Brewery*Botivo*Guinness 0.0*Sheppy’s*BEST EPISODE TO CHECK OUT NEXT#80 - 12 Years in the Making: From Seedlip to Seasn to Sylva to Shandy with Ben BransonJoin the membership and get the resources you need to make the change you want - https://mindfuldrinking.substack.com/s/the-vault ===You can email me at [email protected]===🗝️ Join the membership and unlock full access to The Vault - https://mindfuldrinking.substack.com/s/the-vault===*Some links are affiliate links. If you make a purchase, I may earn a commission that helps me keep the show going. Thank you.