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 Story
6:45 Our changing attitudes in hospitality
9:57 The Lyre's range: Why is it so big?!
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
LYRES.COM // @LYRESSPIRITCO
WE ALSO TALK ABOUT:
L.A Brewery*
Botivo*
Guinness 0.0*
Sheppy’s*
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