Lyre's

The brand takes its name from the Lyrebird, an Australian bird celebrated for its ability to reproduce the calls of other species with striking fidelity. That metaphor runs through the entire product philosophy. Rather than producing a generic botanical drink, Lyre's builds each product from scratch by deconstructing the flavour profile of a target spirit and rebuilding it using natural essences, extracts, and distillates. The approach allows the brand to target specific spirit styles with precision rather than creating a broad approximation. Lyre's launched at a stage when the AF spirits category was commercially embryonic, and building a range that addressed every major spirit type rather than a single niche was a significant strategic commitment from the outset.

The AF lineup spans spirit alternatives styled to match gin, rum, whisky, and aperitif categories, alongside coffee liqueur alternatives, sparkling wine options, and ready-to-drink cocktail and spritz formats. With over 18 spirit variants in the range, the lineup is explicitly designed for cocktail use: classic recipes can be followed with Lyre's products substituted one-for-one, which has driven adoption in both home bar settings and commercial hospitality. The range's breadth means sober-curious drinkers and venues running an AF back bar can cover most classic cocktail styles from a single brand.

Lyre's distributes to over 60 countries through specialist AF retailers, mainstream supermarkets, and direct-to-consumer channels, giving the brand one of the wider international footprints in the AF spirits space. The brand has received investment from D-SME and Morgan Stanley Expansion Capital to support its global growth. In 2023, Paul Gloster was appointed CEO, succeeding co-founder Mark Livings.

Pricing sits in the premium bracket, consistent with the brand's positioning as a like-for-like substitute for full-strength spirits rather than a budget soft-drink alternative.