Anita Osborne - Lyre's
#98. Lyre’s: The Honest Truth
Play Time:
61 Minutes
Listen/Watch on all major platforms (and most of the little ones too)
QUICK QUOTES:
“There was a moment about 18 months ago, and we're like ‘nothing else can happen now - it's smooth sailing. And then we had a shipment on its way over from Australia on the Suez Canal, and I remember having a conversation with one of my colleagues, and he was like ‘Pirates! Of course, Pirates. Why didn't we think about pirates?’
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 her passionate defence of why non-alcoholic spirits will never taste exactly like their alcoholic counterparts - and why that's absolutely fine.
0:00 The Lyre's Story
4:07 Anita's story
6:45 Our changing attitudes in hospitality
9:57 The Lyre's range: Why is it so big?!
15:29 Cocktails at home
17:22 Lyre's RTDs
21:30 A global concern
32:34 Bridging the moderation gap
41:06 Not a like-for-like
46:07 Still fiercely independent
51:36 The BBQ-Q
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Adults Only?
Mark Wong - Impossibrew
