27 October 2026, Dubai, UAE: Lyre’s, the global non-alcoholic spirits brand, has appointed Red Dot Marketing as its social media agency partner across the Middle East and Africa (MEA). The Dubai-based integrated marketing agency began working with Lyre’s in August 2026, with a focus on bringing the brand closer to consumers and the region’s hospitality community.
As the world’s most awarded non-alcoholic spirits brand, Lyre’s is known for its alcohol-free alternatives to classic spirits, allowing people to enjoy familiar cocktails without alcohol. At The Low & No Masters 2026, the brand added eight medals to its collection, including four Gold and four Silver.
The appointment comes as more consumers explore alcohol-free options, creating opportunities for Lyre’s to build its presence across a region where drinking occasions, hospitality traditions and consumer preferences vary between markets.
Sudera Fernando, Business Development Manager, Middle East & Africa at Lyre’s Spirit Co, commented: “At Lyre’s, our focus has always been on giving people more choice without compromising on flavour, creativity or the experience of a great drink. The region presents an exciting opportunity to bring premium non-alcoholic options to more consumers and hospitality experiences. Red Dot Marketing’s understanding of regional audiences and the F&B landscape makes them a strong partner in bringing our brand’s vision to life.”
As part of the remit, Red Dot Marketing will translate Lyre’s global brand identity for regional audiences through social media content, storytelling and community management. The agency will focus on engaging consumers, bartenders and hospitality professionals while maintaining the distinctive identity and positioning of the brand.
Raj Sagar, Founder and Creative Director of Red Dot Marketing, added: “Lyre’s brings innovation and a strong global identity to the non-alcoholic beverage category. Our role is to connect the brand with its community through meaningful storytelling and engagement, celebrating the creativity and choice that are central to great hospitality.”
The appointment supports Lyre’s ambition to grow a consistent regional presence and strengthen its connections with consumers and hospitality partners across the Middle East and Africa.
Red Dot Marketing brings experience with homegrown and international brands across a range of industries, combining creative strategy, digital marketing and communications to build stronger connections between brands and audiences.
