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Lyre’s Impossible Bar showcases no-ABV cocktails

Non-alcoholic drinks brand Lyre’s has created a virtual bar for consumers to explore cocktails in more depth.

Lyre's Impossible Bar
Lyre’s Impossible Bar will help consumers explore non-alcoholic cocktails at home

From October, consumers will be able to scan the QR code on select bottle neck labels and access the Lyre’s Impossible Bar.

Each bottle of Lyre’s has been assigned an animal; these characters will ‘come to life’ in Lyre’s Impossible Bar, and will guide users through a virtual gallery of globally recognised cocktail recipes.

The AR (augmented reality) experience can also be accessed online and can be shared directly to all social media channels. The aim is to encourage consumers to explore the non-alcoholic ‘spirits’ category.

The virtual bar comes shortly after Lyre’s partnered with Amazon, allowing drinkers to discover cocktails using the Alexa skill.

Paul Gloster, Lyre’s chief marketing officer, said: “Lyre’s makes it easier than ever to take your favourite drink and ‘make it a Lyre’s’.

“We wanted to push the boundaries of what is possible from a marketing perspective, put the consumer in charge and expand our digital interactivity, using Alexa and augmented reality to add more brand depth and information to make it a practical experience, not just a cool bit of tech.

“Both pieces lead to the ‘how’, showcasing drinks and recipes that we know people around the world will love using Lyre’s.”

In partnership with Amazon Alexa, Lyre’s Impossible Bar is also offering two people the chance to win a year’s supply of Lyre’s, an Amazon Echo Dot, and a private mixology class.

Further details on how to enter can be found online at

Mark Livings, CEO at Lyre’s, added: “Our portfolio of premium, award-winning spirits means you can create more than 90% of the world’s best-loved cocktails, allowing drinkers to switch frictionlessly in and out of alcohol whenever they choose and without compromise.

“Our latest Amazon and AR technologies have been developed as part of our commitment to changing the way the world drinks, empowering consumers to explore those possibilities and to educate them about the range of choices available when you make it a Lyre’s.”

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