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Lyre’s partners with Amazon Alexa

Non-alcoholic ‘spirits’ producer Lyre’s has teamed up with virtual assistant Amazon Alexa to teach consumers how to make booze-free cocktails.

Drinkers can now enjoy booze-free cocktails with the help of virtual assistant Alexa

The premium technology partnership aims to ‘educate and inspire’ consumers wanting to mix up a non-alcoholic cocktail.

When a consumer says, “Alexa, open make it a Lyre’s”, the device will provide prompts and instructions on how to make a cocktail. To ‘set the mood’, background music will also be provided.

“We’ve seen the rise of the at-home bartender alongside a huge uptake in non-alcohol trial and consumption,” said Mark Livings, co-founder of Lyre’s.

“But there are nuances in preparation and service when it comes to creating a non-alcoholic version of your favourite drink that require education and trial, which is where Alexa comes in. We’re hugely excited to provide our cocktail recipes for Alexa to inspire more cocktail creativity at home, keeping the taste and social constructs of enjoying good drinks, simply without the hangover.”

The recipe to each cocktail will be read out one step at a time, so consumers can concoct drinks at their own pace. Products can also be added to consumers’ Amazon carts as the recipe is sounded.

Carl Hartmann, co-founder of Lyre’s, added: “We’ve seen new customers coming to the category without a lot of cocktail experience and they’re constantly looking up recipes online.

“We wanted to make that experience smarter, sleeker and more fun for our customers, making Alexa that clever bartender partner that’s on call whenever you’re ready to entertain.”

Make it a Lyre’s is now available on all Alexa-enabled devices.

Michele Butti, director of Alexa International, said: “While Alexa’s known to be well-versed and experienced in the kitchen, it’s exciting to be further extending Alexa’s skills to the bar, with Lyre’s introducing great new non-alcoholic cocktail recipes that are as fun to make as they are to drink and share with friends.

“We’re excited to be working with innovative brands like Lyre’s to enable the launch of their new skill for Alexa, adding great recipes for alcohol-free, guilt-free, cocktails customers can make at home.”

The brand saw its sales leap by 300% in January this year, boosted by its gin and whiskey alternatives.

Earlier this month, the brand released the ‘world’s first’ alcohol-free baijiu alternative.

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