Mark Livings is the co-founder of Lyre's Spirit Co, a company that is re-defining the non-alcoholic spirit category with the use of futuristic beverage technology, market research and investment. Mark’s background is in marketing, branding, technology and investing, mainly within the food and beverage industry. He’s the co-founder and Director of hugely successful independent agencies The Kinetic Agency and BrandLink Australia.
And it’s through this line of work that he noticed some surprising trends within the industry – younger people are drinking less, and more are choosing not to drink at all. With this in mind, he set about creating Lyre’s Spirit Co – a non-alcoholic spirit category that now has 14 products in its range, all of which aim to mimic its alcoholic counterpart. Unlike companies that have come before Lyre’s in this space, however, they are doing things very differently, and achieving results that have made the industry stand up and taken notice, even taking out an award in a blind tasting against alcoholic variants.
Mark is on the podcast to explain how Lyre’s develop their unique ‘spirits’, the importance of drinks and beverages in our culture and the opportunity for bars and bartenders going forward.
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