{"id":32725,"date":"2020-10-22T15:29:29","date_gmt":"2020-10-22T14:29:29","guid":{"rendered":"\/blog\/post\/lyres-masters-of-the-no-alcohol-alternative\/"},"modified":"2020-10-23T16:01:48","modified_gmt":"2020-10-23T15:01:48","slug":"lyres-masters-of-the-no-alcohol-alternative","status":"publish","type":"post","link":"https:\/\/www.masterofmalt.com\/blog\/post\/lyres-masters-of-the-no-alcohol-alternative\/","title":{"rendered":"Lyre\u2019s: masters of the no-alcohol alternative"},"content":{"rendered":"

Another one of <\/b>low-and-no-alcohol\u2019s<\/b><\/a> finest features on our blog today as our Sober October coverage continues. This time it\u2019s the mimic masters, <\/b>Lyre\u2019s<\/b><\/a> the most awarded non-alcoholic spirit brand in the world.\u00a0<\/b><\/p>\n

\u201cWe saw this consumer trend around people drinking more mindfully. People who still drink but might be looking to reduce or take a break\u00a0\u2013 Sober October is a great example of that \u2013 or people who are looking to leave the alcohol category entirely. And we realised people still wanted their indulgences and thought there was an opportunity in the market for something to be developed\u201d.\u00a0<\/span><\/p>\n

Lyre\u2019s<\/span> CEO and co-founder Mark Livings is in his element breaking down the opportunities afforded in the world of low-and-no alcohol drinks. Despite only starting four years ago, the brand already has a 13-strong zero-alcohol spirit range, released to some acclaim. If you love a bit of medal action, Lyre\u2019s is the brand for you. It\u2019s picked up over 50 awards from across the globe and at the recent IWSC spirits awards won the trophy for overall victory across the no and low-alcoholic spirits category.<\/span><\/p>\n

Despite its meteoric growth in recent years, the premise behind Lyre\u2019s is deceptively simple: you don’t want to consume alcohol, but still want something that looks, smells and tastes like the original. This is where Lyre\u2019s comes in. \u201cOur hypothesis was that people wanted a facsimile of an already-known flavour or spirit. Something that allows you to retain the same measurements and serving size. We wanted it to have a better sort of proximity to the original than Diet Coke does to Coke,\u201d Livings explains. \u201cWe decided to not release any products unless they could tick all of those boxes. We’ve managed to replicate 13 of the 15 that we set out to make facsimiles of and with those 13 we can create 42 of the world\u2019s 50 best selling cocktails and mixed beverages. That was our goal\u201d.\u00a0<\/span><\/p>\n

\"Lyre\u2019s

Say hello to Mark Livings!<\/p><\/div>\n

It\u2019s a remarkably extensive collection that covers all the bases. Need a bourbon alternative? <\/span>They\u2019ve got it<\/span><\/a>. A gin substitute? <\/span>No problem<\/span><\/a>. A <\/span>rum replacement<\/a>?<\/span>\u00a0I think you know where this is heading. Amazingly, there\u2019s more in the pipeline. \u201cOur range is so large because we wanted to replace the back bar. To give the trade the ability to make the entirety of their cocktail menu in a non-alcoholic format. To do that you need a very, very broad selection of spirits,\u201d Livings says. \u201cWe were also thinking global from day one. The world drinks really differently. In the UK, 30% of spirit sales in Britain is gin, but if you go to the US it\u2019s less than 5% of total sales, it\u2019s a dark spirits market for the most part. We needed a compelling range of products that appeal to a global audience\u201d<\/span><\/p>\n

Creating such effective, non-alcoholic impersonators wasn\u2019t easy. Talking to a producer of zero-alcohol drinks, it does make you appreciate the amount of legwork good ol\u2019 ethanol does. \u201cFirst of all it\u2019s a solvent, so it\u2019s very good at carrying both perfume and flavour. It can pull them out of other sources, it can preserve them. This is why perfumes are primarily alcohol-based\u201d, Livings explains. \u201cIt strips moisture from the mouth, amplifying the flavours that you are experiencing on the palate on the way through. It\u2019s also an agitant, a harsh chemical which causes blood to flow to the tongue, to the palate and to the cheeks which also amplifies the experience of flavour. Plus, it\u2019s a tremendous preservative\u201d.\u00a0<\/span><\/p>\n

Arguably, this is the biggest challenge the lack of ethanol poses for zero-alcohol drink producers. Livings believes there is still a fair amount of innovation to do in this regard. \u201cThe one part of the industry that no one has got a solution for yet is how do we deliver a non-alcoholic spirit without a preservative like potassium sorbate, which is what we use across our range. So development continues for the entire category. Consumers are demanding preservative-free beverages and so we continue to watch and look for natural preservative alternatives across the range as well,\u201d Livings explains. \u201cWe keep driving our brand so if we can improve anything, we will change our recipes if new ingredients or technology becomes available that allows us to deliver a closer homage to the original. We\u2019re not beholden to a hundred-year-old recipe or to one particular technique of making our product such as distillation\u201d.<\/span><\/p>\n

\"Lyre\u2019s

Creating such a diverse and distinctive range isn’t easy<\/p><\/div>\n

You might be surprised to learn how often distillation is used in the low-and-no-alcohol category, but there are a fair few brands who employ this method. Lyre\u2019s, by contrast, avoided going down the route of a singular production method \u201cThe first movers in this field were distilling and then de-alcoholising. The problem with that method was that you are also pulling out an enormous amount of the flavour and some of the parts that make a spirit have that incredible mouthfeel. It\u2019s romantic but not effective,\u201d Livings explains. \u201cWe landed on something\u00a0\u2013 there\u2019s no real word for this \u2013\u00a0 but we call it \u2018molecular reconstruction\u2019. We identified and isolated the compounds and the molecules that give alcohol its taste, like fruity esters or the phenolics in whisky\u201d.\u00a0<\/span><\/p>\n

The process begins fairly simply, by tasting and nosing and spirit to break it down note by note, adding increasingly greater amounts of water and dilution to open it up along the way. \u201cOnce we’ve got our library of all of the things that we can identify using our senses, we then go and look for those ingredients from natural sources,\u201d Livings explains. \u201cBut it requires a tremendous amount of research and experimentation. Take vanilla. There\u2019s something like 230 different vanilla essences available. So we need to understand what sort of vanilla we want. Is it a smoky vanilla, or more spicy-peppery vanilla? Was it a smooth vanilla? Was it a custard-y or banana-y vanilla?\u201d\u00a0<\/span><\/p>\n

It took over three years of innovation and testing, but Livings and his colleagues, with the help of a team of sommeliers, were able to create a library of over 12,500 extracts, essences and distillates sourced from 39 different countries of origin to draw from. Lyre’s Non-Alcoholic Italian Orange, for example, was created using natural extracts from ruby grapefruit, blood orange and pomegranate. But that\u2019s not the hard part, Livings explains. It\u2019s all about balance. \u201cYou’re fighting solubility. If you crank the volume on the ingredients too high you can get them precipitating into solids in a water base or turning into a layer of oil that can float on the top of the beverage on the way through. Your drink needs to have the right profile while being shelf-stable and having colour\u201d.\u00a0<\/span><\/p>\n

\"Lyre\u2019s\"

For those who desire zero-alcohol cocktails, Lyre’s can provide<\/p><\/div>\n

This ambition was not only to recreate the aroma and palate of the alcoholic equivalent but also replicates the familiar mouthfeel and viscosity of alcohol. \u201cFor this, we turned to natural ingredients again. Things like black pepper, white pepper, ginger, capsicum, Schezuan pepper and menthol can give us the closest approximation to that burn of alcohol. Then to deliver that viscosity of alcohol we use a number of natural sources, things like pectin, gum Arabic or cellulose, even some cool new seaweed extracts coming onto the market that increases the viscosity of a non-alcohol based beverage,\u201d Living explains. \u201cThey were the last parts of the puzzle that we looked at in order to create a convincing non-alcoholic spirit without leaning on sugar to do the heavy lifting for you, as has been done in the past, which ruins the flavour-profile but it does deliver that viscosity that you’re looking for\u201d.\u00a0<\/span><\/p>\n

Bringing consumers into the world of zero-alcohol alternatives doesn’t just require the liquid inside the bottle to be of sufficient quality, but your branding has to be on point too. Thankfully for Lyre\u2019s, it understands how to market itself. The bottles are big, bold and colourful and the playful name comes from the Australian lyrebird, which is basically the world\u2019s greatest impersonator and the brand\u2019s logo. Birdsong, chainsaw, Mozart concertos \u2013 they can do it all. \u201cIt\u2019s a bit of a tip-of-the-hat to where the spirits have come from. As a brand that was based on paying homage to well known and loved flavours, we felt that the lyrebird was perfect,\u201d says Livings. There\u2019s also something neat about asking a bartender for a Lyre\u2019s Martini because it sounds like you\u2019re asking for a <\/span>Liar\u2019s <\/span><\/i>Martini, which, in a sense, you are. \u201cIt\u2019s a beautiful little phonetic joke,\u201d Livings adds. \u201cEach label also features an anthropomorphic illustration, inspired by an animal which is native to each spirit\u2019s country of origin, like the North American black bear on the American Malt”.<\/span><\/p>\n

Through its award-winning range and effective marketing, Lyre\u2019s has become one of the leading brands in this fledgling category. This year it raised \u00a39m, the largest investment to date for the non-alcoholic \u2018spirits\u2019 category, to boost its range and efforts. This includes the launch of a number of new products across the next six months, including in the burgeoning ready-to-drink range. \u201cIt\u2019s a natural progression. The same consumer driver that powers RTDs for the traditional spirits market is equally as prevalent in the non-alcoholic spirits market,\u201d Livings says. \u201cWe\u2019ll be launching with three variants but we certainly see some big potential to expand the range in the near future. So watch this space!\u201d\u00a0<\/span><\/p>\n

We’ll certainly be keeping an eye out. We’re concluding with my favourite Lyre’s\u00a0zero-alcohol cocktails. I particularly recommend The\u00a0Americano, which is light, refreshing but still bold and full-bodied enough that you wouldn\u2019t notice there\u2019s no alcohol involved. The same goes for the Jungle Bird, which also looks fantastic when properly garnished. The Amaretti Sour, which is probably the most popular creation of three I\u2019ve listed, is also smashing. It\u2019s a little sweet, a little sour, a little bitter and all-round delicious.\u00a0<\/span><\/p>\n

Lyre\u2019s Cocktails<\/b><\/h3>\n

\"Lyre\u2019s<\/p>\n

Lyre\u2019s Americano<\/b><\/p>\n

45ml Lyre’s Ap\u00e9ritif Rosso\u00a0<\/a>
\n<\/span>45ml Lyre’s Italian Orange\u00a0<\/a>
\n<\/span>90ml tonic water<\/a><\/span><\/p>\n

Build over ice and stir in a highball, then garnish with a slice of orange.<\/span><\/p>\n

\"Lyre\u2019s<\/p>\n

Lyre’s Amaretti Sour<\/b><\/p>\n

75ml Lyre’s Non-Alcoholic Amaretti\u00a0<\/a>
\n<\/span>15ml lemon juice
\n<\/span>5ml sugar syrup
\n<\/span>10ml egg white\/chickpea juice
\n<\/span>3 dashes aromatic bitters<\/span><\/p>\n

Pop all the ingredients into a cocktail shaker with ice and give it a firm shake. Strain the mixture into an Old Fashioned glass with a fresh cube of ice and garnish with a lemon wedge and a Maraschino Cherry. This is\u00a0nut-free, gluten-free, dairy-free and wheat-free, so you might as well go the full California and make it vegan by replacing the egg white with chickpea juice, which is apparently a thing.<\/span><\/p>\n

\"Lyre\u2019s<\/p>\n

Lyre\u2019s Jungle Bird<\/b><\/p>\n

30ml Lyre\u2019s Dark Cane Spirit<\/a>
\n<\/span>45ml Lyre\u2019s Italian Orange<\/a>
\n<\/span>15ml lime juice
\n<\/span>7.5ml white sugar syrup<\/a> (1:1)
\n<\/span>45ml pineapple juice<\/span><\/p>\n

Combine ingredients in a cocktail shaker with plenty of ice and give it a good hard shake.\u00a0<\/span>Fill an Old Fashioned glass with fresh cubed ice and strain the mixture into it and then garnish with a lemon wedge, cherry and sprig of mint.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Another one of low-and-no-alcohol\u2019s finest features on our blog today as our Sober October coverage continues. This time it\u2019s the mimic masters, Lyre\u2019s the most awarded non-alcoholic spirit brand in…<\/p>\n","protected":false},"author":22,"featured_media":32731,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[893],"tags":[],"yoast_head":"\nLyre\u2019s: masters of the no-alcohol alternative | Master of Malt blog<\/title>\n<meta name=\"description\" content=\"Lyre\u2019s has taken the low-and-no-alcohol by storm with its enormous range of zero-ABV delights. How did they do it? 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