Lyre’s: Increasing market exposure for a non-alcoholic spirit in Hong Kong through integrated PR

Lyre's
Challenges

Lyre’s, the most awarded non-alcoholic spirit in the world, made its debut in 2019 and has now expanded to 43 countries. Lyre’s is known for its exquisite range of impossibly crafted non-alcoholic spirits that make mindful drinking easy and giving consumers the freedom to drink their drink, their way. With a rising trend on low or no alcohol drinks, Lyre’s has taken the lead in the non-alcoholic spirits category worldwide.

Sinclair was appointed to raise the brand’s awareness and exposure in Hong Kong, as well as promote a healthy lifestyle of mindful drinking to further enhance the brand’s presence through media and influencer engagement.

Approach

Strategy Identified the storyline to highlight the brand’s uniqueness and promote their vision through media relations, thought leadership and partnership, driving multi-channel exposure for the target audience.

Storytelling Leveraged the worldwide market trend of mindful drinking, and enhanced the brand’s positioning and vision in local market by developing a local narrative. The key was to  strengthen brand’s presence and increase awareness in Hong Kong.

Thought Leadership Secured in-depth interview opportunities with Lyre’s representatives to promote their brand story and vision.

Engage Arranged media and KOL seeding and hostings to allow for a first-hand experience with the brand, allowing relevant individuals to taste the brand’s exquisite range of lovingly crafted non-alcoholic spirits.

Outcomes
+71 million
reached through print and online media
28
stories generated in local media
3
interviews in broadcast and online media
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