The Racket Club’s new spirited partnership

The Racket Club’s through-the-line and work with purpose approach has won the agency one of the world’s top non-alcoholic spirits brands, which launched in South Africa earlier this year.

Lyres was created by entrepreneurs Mark Livings and Carl Hartmann in 2019 to replicate the world’s most popular spirits in a non-alcoholic format, each as close to the original premium volume spirit as possible. With the aim of changing the way the world drinks and to service the unmet needs of the sober curious movement.

The Racket Club has been working with the Lyre’s global brand team in developing futureproof marketing and distribution strategies for the brand in South Africa. This includes securing a partnership with South Africa’s largest independent spirits business founded in 1848, Edward Snell & Co. who are managing the marketing and distribution of the brand in South Africa.

‘The Racket Club’s disruptive nature and a hands-on approach has made them the obvious choice for us,’ said Karl Fielding, VP for Middle East and Africa. ‘We are embarking on an ambitious launch plan in South Africa, so we needed an agency who has spark and energy, and who are a great fit culturally – they were a natural fit for us.’

He adds that, the backbone of what they do is rooted in sound strategic sense but it’s their creativity and “can do” attitude to get things done that makes them stand apart. ‘We look forward to changing the way South Africa drinks with an agency that knows how to get cut through and understands what’s required to do so.’

Grant Pleming, Managing Director at The Racket Club added that the agency has seen massive growth in the past two years and winning the Lyre’s account aligns directly to its ethos of doing work with purpose. ‘Our team shares the same passion and business vision to grow and continue to push the boundaries, while creating work that is built on futureproof strategies,’ he said.

As to what The Racket Club will be managing for the brand, Jaco Engelbrecht, Project Director at The Racket Club says that it will be the go-to-market strategy, Public Relations, creative concept ideation, curated content development and getting liquid on lips.

‘The Racket Club partnership was a long time in the making, the chemistry was there from the beginning but launching a relatively unknown product category into a market with relatively low penetration mean’s we have to make noise and that has taken rigorous planning to execution, we’re excited to bring this brand to the South African market,’ Engelbrecht adds. ‘Our strengths and track record with existing clients has resulted in a relationship with the Lyre’s team, which we hope will last several years.’

On winning this piece of business, Pleming comments: ‘The Racket Club has a strong team of ideas specialists, content producers and operation enterprisers, who are unafraid to cross the line. We have a unique approach to measurement – our business metric is all about measuring cultural impact,’ he explains. ‘We exist to make noise right from conceptualising and executing 360 degree campaigns.’

He concludes: ‘We are really looking forward to making an impact and deliver work with purpose for the Lyre’s brand in South Africa. We are honoured to have been chosen to deliver work for such a prestigious global brand.’