How this alcohol-free spirits brand rode the health and wellness wave

Lyre's talks through the digital marketing strategy that saw the brand gain customers during the COVID-19 crisis

When Carl Hartmann and Mark Livings set out to build Lyre’s Spirit Co, they were looking to create a product and brand that would provide a palatable and socially acceptable alternative to alcoholic spirit-based beverages.

Little did they know, the COVID-19 crisis was about to deliver a hoard of potential customers looking for a healthier lifestyle while in lockdown.

“There were two groups of people emerging through lockdown,” Hartmann tells CMO. “Group A tended to day-drink from 8.00am and may or not be currently employed, and group B, who said this was a health crisis, so they would ramp up their exercise and be mindful of their alcohol consumption and get quarantine fit.”

This second group provided an enormous surge of people come into the non-alcoholic spirits category.

“There are many reasons, and the category itself has seen compound growth,” Hartmann says. “We started to have some fun with that and made sure a lot of our social content and email marketing was aligned to common trends.”

That included ramping up production of recipes and instructional videos, as well as a recent initiative where anyone who buys the product gets a 15-minute Zoom masterclass with a Lyre’s brand ambassador.

“We are teaching people who have never made a cocktail before how to make a cocktail, and that is becoming enormously popular,” Hartmann says.

The company launched in late 2019 using a traditional FMCG approach of signing distribution partners around the world. But from the outset, Hartmann says he had conceived Lyre’s as an ecommerce brand. Hence it was not difficult to realign the company’s marketing to digital channels once restaurants and bars began closing.

“The first reaction was fear,” Hartmann continues. “But we pivoted extremely quickly, and we just cut all our offline marketing and just put it all into Internet, and fast-tracked the launches of our US and UK sites. And we have been going full throttle to launch our European site by the end of this month, then we have south east Asia and China sequenced after that.”

One early realisation was that although the non-alcoholic spirits category had a number of well-funded players, search data revealed customers were more likely to be searching for drink recipes rather than brands.

“We set out to ‘win’ the Internet,” Hartmann says. “With the Lyre’s range we can make the vast majority of the major cocktail SKUs. So we just wanted to be the product they discovered first.”

A key part of that digital strategy revolves around dotdigital’s omnichannel marketing suite. Lyre’s global vice-president for ecommerce, Ashleigh Murray, says Lyre’s is making use of dotdigital’s email, automation and form builder tools, and the suite was initially employed even before the company launched to recruit early customers via an online quiz.

“We started to collect an audience prior to launch utilising dotdigital so we had an audience to speak to when we did launch,” Murray says.

Murray says dotdigital has also enabled the easy automation of campaigns, including a current one based around Dry July, which sees an automated sequence of content pushed out to participants.

“It’s such an easy to use platform that the staff are able to pick it up quick once I give them access to the backend,” Murray says. “Having programs that are fully automated like that has been integral for us.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in