Lyre’s, the global non-alcoholic spirits brand, has appointed Dubai-based Red Dot Marketing as its social media agency partner across the Middle East and Africa (MEA), with the partnership beginning in August 2026.
The agency will lead regional social media content, storytelling and community engagement, targeting consumers, bartenders and hospitality professionals while adapting the brand’s global identity for local audiences.
Sudera Fernando, business development manager, Middle East and Africa at Lyre’s Spirit Co, said: “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.”
Lyre’s offers alcohol-free alternatives to classic spirits. At The Low & No Masters 2026, the brand won eight medals, including four gold and four silver.
Raj Sagar, founder and creative director of Red Dot Marketing, said: “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 comes as Lyre’s looks to expand its regional presence and strengthen relationships with consumers and hospitality partners across markets in the Middle East and Africa. Red Dot Marketing works with local and international brands, offering creative strategy, digital marketing and communications services.
