“Lyre’s
makes its easier than ever to take your favourite drink and
‘Make it a Lyre’s’ using new technology to bring the
brand to life,” reports Lyre’s Chief Marketing Officer
Paul Gloster. “We wanted to push the boundaries of what is
possible from a marketing perspective, put the consumer in
charge and expand our digital interactivity, using Alexa and
augmented reality to add more brand depth and information to
make it a practical experience, not just a cool bit of tech.
Both pieces lead to the ‘how’, showcasing drinks and
recipes that we know people around the world will love using
Lyre’s.”
“Technology and innovation have always
been at the heart of the Lyre’s business from our
inception,” reflects Ashleigh Murray, Lyre’s SVP
eCommerce (Global). “The non-alcoholic spirit category is
such a new, innovative movement and like with anything new
comes the importance of awareness, education, availability
and trial. When it came to solving the consumer problem of
education, there wasn’t a doubt in our mind that our
bottles’ Social Animals needed to come to life to help
guide customers to craft the perfect non-alcoholic
cocktail.”
“No apps, downloading or bottles are
required to unlock this incredible AR experience. Anyone who
has a smart phone can scan the QR code with their camera to
enter the Lyre’s Impossible Bar. The skill of the Unbound
team coupled with 8th Wall technology has enabled us to
remove any barriers to use,” praises Ashleigh Murray of
the technology’s creators.
“It’s here that you
will not only learn how to craft the perfect non-alcoholic
cocktail, but also be able to shop the product, find
discounts, sign up to the database or locate a store near
you. We believe this experience is not only fun and
engaging, but is completely functional in addressing
education, trial, positive sentiment and repeat
purchase.”
Alexa at your
service!
In addition to the Impossible Bar,
Lyre’s is proud to debut a technology partnership with
Amazon that unlocks a world of non-alcoholic inspiration and
education, giving consumers the ability to receive
real-time, white-glove bar service when they’re in the
mood for a sophisticated serve from the comfort of their
home. Supported by background music to help set the mood,
Kiwis can follow a friendly step-by-step ‘how-to’ of
their favourite cocktail without the alcohol (with tips on
low-alcoholic versions also) at their own pace.
The
‘Make it a Lyre’s Alexa skill can be unlocked through
four different utterances, simply ask
Alexa:
- “Hey Alexa, open Make it a
Lyre’s” - “Hey Alexa, show me how to make a
cocktail without alcohol” - “Hey Alexa, show me
how to make a non-alcoholic cocktail” - “Hey
Alexa, show me how to make an alcohol-free
cocktail”
Consumers will then respond to
prompts, beginning with requesting the recipe for their
favourite cocktail such as an Espresso Martini, Negroni,
Cosmopolitan or Manhattan. “What’s Next?” will allow
Kiwis to move onto the next step at their own pace. The
tutorial shares the best proportions of each liquid, along
with the right measurement of mixers, garnishes, and syrups
to deliver the closest possible match to the original, all
minus the alcohol (and fewer calories too).
“Make it
a Lyre’s” is available to try on all Alexa voice
devices, with a visual recipe card to accompany the audio on
supporting devices.
Win with Lyre’s and
Amazon!
To celebrate the partnership,
Lyre’s and Amazon are giving New Zealanders multiple
chances to win a great range of prizes. No purchase is
required, simply follow the entry instructions on
lyres.com.au/innovation to be in to win. The competition is
open from 1 October to 1 November 2022. T&Cs
apply.
- First Prize
- 1x Amazon
Dot, - 1x year’s supply of Lyre’s
- 1x
private mixology class
- 1x Amazon
- Second
Prize- 1x Amazon Dot
- 6x 700ml bottles from
Lyre’s bestsellers collection - 1x private mixology
class
- Runner Up Prize
- 1x $50
Lyre’s gift card, redeemable at
Lyres.co.nz
- 1x $50
To unlock Lyre’s
Impossible Bar for yourself, please visit www.lyresimpossiblebar.com
or www.lyres.com.au/innovation.
To
discover Lyre’s full range of impossibly crafted premium
non-alcoholic spirits and recipe inspiration, visit Lyres.co.nz, Lyre’s Facebook
or Instagram.
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