Lyre's × Brown-Forman
A generation drinking less but wanting more. Brown-Forman and Lyre's needed to create a category, not just launch a product. We built the consumer insight, positioning and launch strategy for a new mid-ABV occasion.
Lyre's × Brown-Forman
A generation drinking less but wanting more. Brown-Forman and Lyre's needed to create a category, not just launch a product. We built the consumer insight, positioning and launch strategy for a new mid-ABV occasion.
A generation is drinking less. Not because they have to, because they want to. Brown-Forman and Lyre’s needed someone to build a category, not just launch a product into one.
The no-and-low alcohol space is full of products and empty of meaning. Most brands enter it defensively, apologiśing for what isn’t there rather than leading with what is. The opportunity for Lyre’s and Brown-Forman was bigger than a product launch: a new occasion, a new consumer permission, and a new way of thinking about what a social drink can be.
We built the consumer insight, category positioning, and launch strategy for a new mid-ABV occasion, one that didn’t ask people to give something up, but to choose something more deliberate. Phase one launched in the Netherlands, where the cultural conditions for this kind of brand-thinking were right.
The brief is never “launch a product.” It’s always “change how people think about a choice they make every day.” That’s the work we want.
A generation is drinking less. Not because they have to, because they want to. Brown-Forman and Lyre’s needed someone to build a category, not just launch a product into one.
The no-and-low alcohol space is full of products and empty of meaning. Most brands enter it defensively, apologiśing for what isn’t there rather than leading with what is. The opportunity for Lyre’s and Brown-Forman was bigger than a product launch: a new occasion, a new consumer permission, and a new way of thinking about what a social drink can be.
We built the consumer insight, category positioning, and launch strategy for a new mid-ABV occasion, one that didn’t ask people to give something up, but to choose something more deliberate. Phase one launched in the Netherlands, where the cultural conditions for this kind of brand-thinking were right.
The brief is never “launch a product.” It’s always “change how people think about a choice they make every day.” That’s the work we want.
