Lyre’s Non-Alcoholic Spirit Co now in 70 countries is aiming for triple digit revenue growth
One of the world’s biggest non-alcoholic drink brands, launched by two Queensland mates three years ago, is now in 70 countries and selling a bottle every 30 seconds.
ONE of the world’s leading non-alcoholic drink brands continues to expand into new markets as it gears up for the Dry July rush.
Lyre’s Non-Alcoholic Spirit Co, launched three years ago by Queensland serial entrepreneurs Carl Hartmann and Mark Livings, is now in 70 countries and sells a bottle every 30 seconds.
Mr Hartmann, who lives on the Sunshine Coast, said revenue growth remains strong with non-alcoholic drinks becoming “more mainstream” and new varieties are added to the stocklist.
“We’ve gone into the Middle East which has gone extremely well. We are in some markets that are completely dry like Saudi Arabia and with the pent up demand we‘ve been very well received,” he said.
“We are in 70 countries. While we are going wider we are still getting much deeper in the markets we’re in. At the moment the goals are to continue to grow revenue at triple digits, build a great brand and have more products coming out such as our new Highland Malt.
“We’ve also launched a Baijiu for the Chinese market. It’s early days but we think it has enormous potential in that country.”
Lyre’s has been named an official partner to the Dry July Foundation. In July, 10 per cent of all sales from the Lyre’s website will go to the Foundation to help people affected by cancer.
Mr Livings said they started Lyre’s with a vision to change the way the world drinks.
“Our growing, global success has shown that there’s incredible demand for premium non-alcoholic drinks,” he said.
“We believe it is part of our role to educate and showcase the wide range of options available, with people finding their way to our brand whether moderating, take a break, or stopping with alcohol entirely.”
Lyre’s has also launched a premium technology partnership with Amazon Alexa.
Following the request, “Alexa, open make it a Lyre’s”, Alexa customers can follow Alexa’s prompts to make their favourite cocktail, sans booze, at their own pace.
“We’ve seen the rise of the at-home bartender alongside a huge uptake in non-alcohol trial and consumption,” Mr Livings said.
“But there are nuances in preparation and service when it comes to creating a non-alcoholic version of your favourite drink that require education and trial; which is where Alexa comes in.
“We’re hugely excited to provide our cocktail recipes for Alexa to inspire more cocktail creativity at home, keeping the taste and social constructs of enjoying good drinks, simply without the hangover.”
Lyre’s, which takes its name from the lyrebird because the company set out to mimic a full range of “true-to-taste” non alcoholic spirits, was established in April 2019.
However, the genesis of the business goes back further when Mr Livings and Mr Hartmann worked a JB Hi-Fi store in Brisbane while they were studying at the University of Queensland.
They kept in touch and Mr Hartmann went on to co-found logistics software business Temando and recruitment software company Compono while Mr Livings had a career in the beverage sector.
They came to the conclusion at the same time that there was an opportunity in the non-alcoholic drinks area.
Since launching, Lyre’s has won more than 200 awards and is a true international company with has more than 100 staff around the world, with its headquarters in London and production plants in Melbourne, the UK, Germany and the US. Mr Livings now lives in Amsterdam and Mr Hartmann on the Sunshine Coast
Mr Hartmann said there was more acceptance of sophisticated true-to-taste non-alcoholic drinks than ever before.
“A few years ago the category hardly existed and now it’s become more mainstream,” he said.
“We’re seeing an expectation of a sophisticated non-alcoholic drinks option at venues which is not price focused because people are not drinking them for subjective effect. They want their experience to be amazing.”
UKRAINE SUPPORT
LEGAL firm Kingsley Lawson Lawyers is sponsoring a charity event in Brisbane to help raise funds to support volunteers in Ukraine who have been risking their lives to rescue civilians from war zones following the Russian invasion.
The Ukrainian Community of Queensland (UCQ) is hosting the Ukrainian Art Charity Fundraising Event Soul of Flowers at Parliament House in Brisbane from 6pm on July 12.
Soul of Flowers showcases the photo artworks of Ukrainian artist, Iryna Beketova, who is from Mariupol, which was captured by Russia in May after a siege and heavy shelling that virtually wiped out the city.
Kingsley Lawson Lawyers managing principal Philippe Paquet said the firm was honoured to be supporting the Ukrainian community.
“The Ukrainian conflict has unleashed an appalling tragedy upon the Ukrainian people and until such time as peace is restored, Kingsley Lawson Lawyers will support the Ukrainian people in any way possible,” he said.
“The firm’s sponsorship of the Soul of Flowers was one small way the firm could assist the Ukrainian people and community in Australia which is in keeping with the firm’s ethos of assisting those who are disadvantaged and in need of support.
“Iryna’s works have been able to raise funds to support a team of volunteers in Ukraine. This team, that Iryna herself is a part of, has saved about 500 people since the beginning of the Russian invasion of Ukraine in February this year.”
Tickets are available via https://www.ukrqld.com.au/soul-of-flowers/
MARATHON FIXX
CRAMPING specialists Fixx Nutrition will have their work cut out for them at the Gold Coast Marathon on the weekend.
The company, founded by Michelle and Jan Buchegger in 2017, is the Official Sports Nutrition Partner for the Village Roadshow sponsored event and will provide course hydration to thousands of participants.
The Burleigh Heads-based manufacturer drew on 20 plus years experience in food manufacturing to research and explore innovative ideas to resolve cramping and provide nutrition for endurance athletes.
Ms Buchegger said they were excited to be supporting such an iconic event in their own backyard.
“We originally developed our signature CrampFix range for rugby players with its popularity now seeing it sold in more than 1000 retail outlets and exported to 15 countries and used by teams including the Wallabies, South Africa’s Springboks and the UK Cricket and Football teams.
“We have worked hard to expand our offering and deliver customers a highly effective product that helps them reach their goals and improve life on and off the sporting field.”
In the past 12 months, Fixx Nutrition it announced an Australia-wide distribution deal for its products with Woolworths Supermarkets, bringing its retail presence to over 1000 stores nationally, and on top of its partnership the Canberra Times Marathon Festival.
ISLAND RAID
QUEENSLAND’s building industry watchdog has visited dozens of building sites on Russell and Macleay Islands in Moreton Bay, uncovering suspected illegal building related offences.
Queensland Building and Construction Commission (QBCC) officers visited 37 building sites
on the islands, conducting contractor licence checks and interviews.
As a result, a number of potential offences were detected, including unlicensed building
work, non-compliant site signage and contracting with unlicensed persons.
The QBCC is currently undertaking further investigations into these matters, and anticipates
that a number of fines and warnings will be issued as a result.
Unlicensed building offences can result in fines for an individual ranging between $2757 for
a first offence and up to $34,462.50 if prosecuted through a magistrates court.
QBCC commissioner Anissa Levy said compliance audits help ensure building work is performed by licensed, qualified contractors, which protects homeowners from potentially
defective, dangerous work.
“Unlicensed building work is illegal building work and potentially exposes current and future owners and residents to unacceptable risks,” she said.
Ms Levy said the co-ordinated, targeted audits on the islands demonstrates that the QBCC will
take action against unlicensed individuals wherever and whenever necessary, to maintain a level playing field for licensees and to protect property owners.
“Our licensees are qualified, experienced individuals who must prove their financial status
with the QBCC. These requirements help to ensure that their work will be completed and
done to the appropriate standards and codes.”
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