Lyre’s ‘alcohol mimicry’ hits the right note

The firm’s non-alcoholic drink range is seeing surprising success in drink-loving nations such as Ireland and France, says marketing vice-president Jayne O’Keeffe

16th May, 2021
Lyre’s ‘alcohol mimicry’ hits the right note
Jayne O’Keeffe says the growth of the company was especially encouraging given that it had to change its entire marketing strategy as soon as the pandemic hit. Picture: John Allen

Jayne O’Keeffe is used to having to correct people about the origins of the name of the firm she works for.

“People think, ‘Oh, it’s liar’, as in lying about drinking, but it’s not that at all,” she explains.

A native of Kinsale in Cork, O’Keeffe is vice-president of marketing for Lyre’s, the fast-growing non-alcoholic drinks company. She joined the business in November 2019 to...

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