Relentless focus on continuing momentum in the US, optimising content strategy, digital best practice and product velocity are key priorities for Lyre’s Spirit Co’s newly promoted CMO, Kristy Bloomfield.

The former senior VP of global marketing was promoted to global CMO job with a remit extending 40+ countries in May. The latest executive changes at the Australian non-alcoholic spirits company follow the promotion of inaugural CMO, Paul Gloster, to the CEO role late last year.

“A pedigree leader and experienced FMCG operator, Paul has taken the Lyre’s ship and steered it to the best position it has ever been, every market and channel is experiencing growth versus a year ago,” Bloomfield told Mi3. “Paul has the team laser focused on the priorities ahead and the must win battle grounds.”

The CMO’s top-line priority now is driving continued double-digital growth across all the major markets, as well as continuing momentum and focus on driving mental and physical availability of the brand globally.

Bloomfield highlighted “relentless focus to continue momentum in the US” as one of the levers for achieving this. Continued focus on velocity of product in all key precincts across the globe is another.

“Digital best practice to lead the charge across all marketing programming and tactics is key,” Bloomfield continued. “We’re also working to optimise content strategy to incubate future demand.”

Having been on the marketing team since 2021, Bloomfield has born witness to several milestones achieved by the brand thus far. Most recently, Lyre’s was crowned the number one non-alcoholic Spirit Brand Globally, its second year in a row.

“We took out TALES of the Cocktail – Best new spirit – this is the most prestigious award and it includes Liquor brands – so it is incredible to see a NA brand take this accolade home,” she commented. “We’ve successfully deployed the brand in the Middle East.”

Non-alcohol brands have certainly gone a long way from a competitive perspective and also in terms of education in market since Lyre’s was founded in 2019.

“The category has experienced huge growth, but we are still in our infancy. The next generation of drinkers are all moderating and drinking significantly less ABV, so the consumer opportunity is there,” Bloomfield said. “Lyre’s proposition is a no compromise on taste or flavour – so given consumption behaviour is driven by taste and quality we have an unwavering focus to deliver our core brand proposition to the world. “

For Bloomfield, the key to success over the last four years is team and individuals on the ground.

“Every individual is so close with their teammates – they’re almost like family, the US team, the UK team, the marketing team, the supply chain team and it is all underpinned by this enormous advocacy and love for the brand,” she said. “When I think about our superpowers, the teams have unwavering support of each other… they’re the pure definition of a high-performing team. I feel very privileged to serve them everyday at Lyre’s.”

- With additional reporting by Nadia Cameron