Boasting the most awarded non-alcoholic beverages in the world, Lyre’s is changing the face of a rapidly growing sector. We learn more about the remarkable brand in an exclusive interview with Karl Fielding, VP of MEA at Lyre’s Non-Alcoholic.
It’s impressive to see the expansion of Lyre’s Spirit Co. across the Middle East. To what do you attribute this success?
First of all, we have a set of beautiful products and a wonderfully unique brand. The liquids speak for themselves and have received unanimous acclaim across the hospitality industry. Secondly, we have a very clear mandate to grow and premiumize the non-alcoholic beverage category. Everything we do must consistently deliver on this goal. Lastly, we have beautifully executed how the brand is showcased in the region. This is achieved through our local distributors and our fantastic partners in the HORECA segment.
Could you elaborate on the significance of partnering with renowned restaurants such as LPM Restaurant & Bar, COYA and other venues in the Middle East to showcase non-alcoholic cocktails?
It signals our intent to preimmunize the non-alcoholic category, offering non-drinkers beautifully balanced 0.0 percent cocktails beyond sugar-laden mocktails. Furthermore, venues like LPM Restaurant & Bar and COYA have masterfully skilled mixologists capable of innovating beautiful cocktails. By using Lyre’s products, they have the building blocks to recreate their signatures in 0.0 percent format. Moreover, we have also partnered with TGP hospitality group to create the first-ever standalone 0.0 percent Cocktail venue.
Blended by Lyre’s is located in Riyadh’s iconic Kingdom Tower, part of the new Mamlaka Social Dining concept. Furthermore, this partnership allows us to highlight our brand with carefully curated, amazing cocktail creations tailored for our guests.
With the increasing demand for non-alcoholic options, how do you foresee the market evolving in the GCC region and beyond?
The growth of non-alcoholic beverages in the GCC outpaces the global trajectory. Furthermore, distribution is expanding as new brands enter. New, more convenient formats like RTDs are set to enter the market, increasing their share over juices, soft drinks and mocktails. In cities like Dubai, the non-licensed HORECA channel lags behind its licensed counterparts. We anticipate this change as restaurant and coffee chains recognize the incremental revenue potential of this category beyond their daytime trade.
Do you have any new products in the pipeline?
Certainly! We are working on new spirit flavors to expand our 0.0 percent cocktail options. We are also introducing new formats for convenient consumption of Lyre’s Non-Alcoholic beverages.
