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SB meets… Mark Livings, Lyre’s CEO 17th May, 2021 by Nicola Carruthers
The CEO of non-alcoholic ‘spirit’ Lyre’s tells us about how he built a pandemic-proof business and his ambition to put the brand behind every bar in the world.
Mark Livings, CEO of non-alcoholic ‘spirits’ brand Lyre’s
Lyre’s is now valued at more than £100 million (US$138.7m). What has led to the company’s huge growth over the last few years?
“There’s a confluence of factors. The non-alcoholic ‘spirits’ sector is a black swan event in the consumer goods category. I don’t think we’ve seen anything as disruptive in beverage alcohol since Bacardi Breezers back in the 80s.
Why this might not seem so easy
At a glance, tackling the work of Andrea Arnold from scratch might seem like a doddle. With just four features to her name (the upcoming documentary Cow will be her fifth), Arnold has directed more hours of prestige television than she has cinema, with her most recent project being the easily digestible second season of awards-magnet HBO drama Big Little Lies.
Arnold is considered one of the pre-eminent artists of contemporary British cinema for a reason, however. This is a filmmaker of authenticity in the vein of âgrittyâ Brit social realists like Ken Loach and Alan Clarke, and she has been generously garlanded for it. Having won an Oscar before she even graduated to features (for short film Wasp, in 2005), Arnold has since won the jury prize at Cannes three times, more than anyone in history bar Loach â a director with a 26-film catalogue.