Lyre’s transports drinkers to the impossible bar with new augmented reality technology

Non-alcoholic spirits company, Lyre’s, is bringing its portfolio of spirits to life through augmented reality. Based on the brand’s iconic ‘Social Animals’ seen on Lyre’s labels, AR will animate the characters to take consumers on a journey of discovery with each bottle.

Inspiration for the Lyre’s name came from the Australian Lyrebird, which in turn sparked the creation of the crew of animal mascots that have become synonymous with Lyre’s crafted liquids.

From October, consumers will be able to scan the QR code found on select bottle neck labels of Lyre’s non-alcoholic spirits, where they’ll be taken through to the Lyre’s Impossible Bar. Here, the charming characters will come to life and guide users through a virtual gallery of some of the world’s most iconic cocktail recipes.

The initiative will drive inspiration and education in the non-alcoholic category. The AR experience can also be accessed online and can be shared directly to all social media channels. The technology comes just months after Lyre’s announced its latest technology partnership with Amazon, giving consumers the ability to receive real-time, white-glove bar service when they’re in the mood for a sophisticated serve from the comfort of their home. Supported by background music to help set the mood, consumers can follow a friendly step-by-step ‘how-to’ of their favourite cocktail without the alcohol (with tips on low-alcoholic versions also) at their own pace.

The ‘Make it a Lyre’s Alexa skill can be unlocked through four different utterances, simply ask Alexa:
1. “Hey Alexa, open Make it a Lyre’s”
2. “Hey Alexa, show me how to make a cocktail without alcohol”
3. “Hey Alexa, show me how to make a non-alcoholic cocktail”
4. “Hey Alexa, show me how to make an alcohol-free cocktail”

Mark Livings, CEO at Lyre’s said: “Our portfolio of premium, award-winning spirits means you can create over 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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