Lyre's appoints Red Dot Marketing as social media agency for the Middle East and Africa.

Lyre's, the non-alcoholic spirits brand, has appointed Dubai-based Red Dot Marketing as its social media agency partner across the Middle East and Africa. The agency has been working on the account since August 2026.

The remit covers adapting Lyre's global brand identity for regional audiences through social content, storytelling and community management. Red Dot Marketing will target consumers as well as bartenders and hospitality professionals, while keeping the brand's established positioning. Sudera Fernando, business development manager for the Middle East and Africa at Lyre's Spirit Co, said the region offers a chance to bring premium non-alcoholic options to more consumers and hospitality venues, and pointed to the agency's knowledge of regional audiences and the food and beverage sector. Raj Sagar, founder and creative director of Red Dot Marketing, described the agency's role as connecting the brand with its community through storytelling and engagement.

Campaign Middle East links the appointment to growing consumer interest in alcohol-free options, in a region where drinking occasions, hospitality customs and preferences differ from market to market. Red Dot Marketing is an integrated agency that works for both homegrown and international brands, combining creative strategy, digital marketing and communications.

The announcement does not say which markets the remit will prioritise, whether paid media or creator work is included, how the agency was chosen, or whether it replaces an earlier partner. No budget has been disclosed.

For marketers in Saudi Arabia and the Gulf, the brief is a reminder that social work for food and beverage brands increasingly speaks to the trade, such as bartenders and venue teams, as well as to consumers, and that one Middle East and Africa remit has to cover very different markets with a single brand voice.