Lyre's is the world's widest non-alcoholic spirits range, founded by two Australians in London and built on the idea that any cocktail can be recreated without alcohol.
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See all ads on AdLibrary →Lyre's was founded in 2019 by Australians Mark Livings and Carl Hartmann and is headquartered in London. The brand offers over 14 non-alcoholic spirit alternatives — from bourbon to amaretto — named after the Australian lyrebird's mimicry ability. It has become the world's largest NA spirits range with distribution in over 60 countries and offices in London, Sydney, New York, Singapore and Amsterdam.
Lyre's advertising is built around the cocktail ritual: the pour, the ice, the garnish — everything is the same except the alcohol content. Ads show recognisable cocktails (Espresso Martini, Negroni, Old Fashioned) made with Lyre's products, removing the behavioural barrier of 'but what do I make with it?' Browse active Lyre's creatives in the Lyre's ad library.
Facebook drives strong gifting conversions — a bottle of Lyre's Non-Alcoholic American Malt gifts perfectly to sober or sober-curious friends. Instagram drives cocktail inspiration content and influencer partnerships with bartenders and mixologists. The brand runs significant campaigns in Dry January and the sober-curious peak periods, with gifting pushes at Christmas.
Copy leans into the mimicry concept: 'Tastes like the real thing' and 'Same cocktail. Different morning.' The brand name and lyrebird motif are consistently present. SKU-specific ads call out the spirit being replicated to capture search intent: 'The non-alcoholic whisky that actually tastes like whisky.' Award wins are frequently featured as trust signals in direct-response ads.
Lyre's built category leadership by going broad where competitors went narrow. While Seedlip built a new-spirit category, Lyre's occupied the familiar-spirit substitute category — a larger addressable market. For marketers building in emerging categories, consider whether the better strategy is to create new behaviours or to substitute for existing ones: substitution often has a lower customer education cost.
Searching for Lyre's? Whether you type Lyre's ads, Lyre's Meta ads, Lyre's TikTok ads, Lyre's Google ads, or see all Lyre's ads — this page surfaces every active and historical Lyre's creative we have indexed. Browse the full archive at Lyre's ad library. Related queries: Lyre's ads, Lyre's ad library, see all Lyre's ads, browse Lyre's ads, find Lyre's ads, where to see Lyre's ads, Lyre's Meta ads, Lyre's Facebook ads, Lyre's Instagram ads, Lyre's TikTok ads, Lyre's Google ads, Lyre's YouTube ads, Mark Livings Lyre's ads, Carl Hartmann Lyre's ads.
