As the non-alcoholic category continues to grow and develop, award-winning non-alcoholic drinks company, Lyre’s is aiming to drive inspiration and education into the category through the introduction of augmented reality (AR) labels.

Based on the brand’s ‘Social Animals’ which are seen on the Lyre’s labels, the new AR labels will bring those animals to life and the animated characters will help take consumers on a journey with each bottle and the liquid inside.

Through the technology consumers are encouraged to ‘enjoy your drink your way – anytime, anywhere,’ learning to craft the perfect non-alcoholic drink with the guidance of a Social Animal.

“Lyre’s makes its easier than ever to take your favourite drink and make it a Lyre’s non-alcoholic, using new technology to bring the brand to life,” said CMO Paul Gloster.

“We wanted to push the boundaries of what is possible from a marketing perspective, put the consumer in charge and expanding 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 non-alcoholic.”

The AR will give consumers access to the Lyre’s Impossible Bar, which allows the user to learn, purchase, find a store, share, and access discounts, offers and savings anytime, anywhere with a focus on driving trial for the brand.

Ashleigh Murray, Global SVP eCommerce and Digital for Lyre’s said: “The non-alcoholic spirit category has been such a new, innovative movement and like with anything ‘new’ comes a real importance on awareness, education, availability, and trial. Working with the agency Unbound and 8th Wall, we saw augmented reality technology was the perfect way to unlock this education piece for the customer on how to lovingly craft a sophisticated non-alcoholic cocktail.

“The skill of the Unbound team coupled with 8th Wall technology has enabled us to remove any barriers to use. No apps, downloading or bottles are required to unlock this incredible AR experience. If you have a phone and scan the QR code then anyone can enter the world of Lyre’s Impossible Bar to not only learn how to craft the perfect non-alcoholic cocktail, but to also shop the product, find discounts, sign up to the database or locate a store near you.

“We believe this experience is not only is fun and engaging, but is completely functional in addressing education, trial, positive sentiment and repeat purchase.”

To access Lyre’s Impossible Bar, simply scan the QR code found on select bottle neck labels of Lyre’s non-alcoholic or visit on your mobile. The experience is also shareable via social media.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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