Playing an increasing role in the heightened consumer demand for non-alcoholic beverages in licensed venues are the new generation of virgin spirits doing a good job of simulating the alcoholic alternative, with Australian brand Lyre’s emerging as a stand-out in this niche.
The result of an unwavering “pursuit of perfection” each Lyre’s product combines all-natural essences, extracts and distillates to match the aroma, taste, appearance and even the tell-tale burn of traditional spirits. In doing so it has become the most awarded non-alcoholic spirit brand in the world.
There are multiple motivations for even patrons that usually consume alcohol to sometimes elect to not drink, perhaps because they are taking some time or an evening off drinking, or even taking a break between drinks during a session.
Whatever the reason, they are largely untapped opportunities for operators to attract and retain people in the venue.
“Premium non-alcoholic products available in pubs provide consumers an option to have a sophisticated drinking and social experience without the alcohol,” offers Kelli Odell, national sales manager for Lyre’s.
“At any one time, there is a significant portion of the market not drinking. These people need to be catered for.”
The classic alcohol-free drink, or ‘mocktail’, is frequently a sugary, tropical-inspired concoction thrown together behind the bar. Lyre’s says this need no longer be the case, making it easy to replicate classic and current cocktails without alcohol that are consistent and delicious. This also serves to take the guesswork out for bartenders.
Most pub owners are already familiar with serving teetotaller options. N/A cocktails generate more spend per head, taking a non-drinker from a $4 soft drink to a $14-$16 product, multiplied by the number of rounds.
Odell has been working with Lyre’s global brand ambassador Jeremy Shipley, meeting with major pub groups to explain the benefits.
Solotel has listed Lyre’s on the drinks menu since 2019, and report even greater non-alcoholic sales since the lockdown.
Laundy group has also seen increasing requests for N/A alternatives, and recognise their GP potential. Danielle Laundy, daughter to pub doyen Arthur Laundy, is working on offering three different Lyre’s signature classic cocktails across the Laundy group. Similar menu options are being planned for Sydney Collective venues, jointly owned by Laundy and Fraser Short.
Arthur reportedly stopped in during discussions and “very much enjoyed” a Lyre’s Amaretti Sour.
“Interestingly, I’m seeing more venues we haven’t met with yet order from the likes of ALM and ILG, such as The Fiddler in Rouse Hill,” furthers Odell.
Lyre’s was launched early 2019 by Australian hospitality staples Mark Livings and Carl Hartmann. Already it has expanded into New Zealand, the US, the UK, Singapore, Hong Kong and China, and recently secured $16 million in seed funding to continue expansion.
Livings is currently living in the Netherlands while Australia’s borders are tight, steering moves into the European market. He says the new business sports a portfolio that was three years in the making and saw Lyre’s work with the world’s most recognised sommeliers.
“Our business anticipates and matches the trends of the consumer and culture. Lyre’s was created to shake up the drinks category and put the choice back into the consumer’s social occasion to drink freely.”
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Lyre’s products most suited to pubs: Italian Highball / Amalfi Spritz (aperol spritz), Negroni, Mojito, American Malt & Cola, Dark Cane Spirit and Coke, Espresso Martini, Amaretti Sour.
