The multi-platinum award-winning singer is the Scottish spirit's official ambassador - the first African woman to front for Johnnie Walker.
Although the pairing might seem odd, for Lira and Johnnie it was a slow-brewed love story that started with the brand's "Joy will take you further" campaign.
This is a year of many firsts for the singer. Earlier this year she was named the first African ambassador for make-up brand Bobbi Brown. Then there's her reality TV series, which premieres on DStv tonight.
But is Johnnie Walker Lira's true love or her sugar daddy?
The whisky's marketing manager, Loyiso Sipayile, said the company spent nearly a year courting potential ambassadors but, once they met Lira, the choice was "obvious".
He said: "Lira offers a different dimension. She's a female who's about to promote whisky. We weren't looking for a brand ambassador; we were looking for an individual to reinforce our mantra of personal progress and we were inspired by her journey - it was obvious that joy fuelled her success and many people will be inspired by her story."
But this wasn't the only driving force. Given Lira's global allure and her success as an independent artist, she gives the brand the opportunity to appeal to women.
Sipayile said 25% of drinkers in South Africa preferred whisky and, of that percentage, 80% were men. Johnnie Walker wanted to step outside the industry "comfort zone" and so chose a female face.
For Lira the partnership was "natural" and another opportunity to expand her reach. She said she connected with Johnnie Walker's "Joy will take you further" campaign.
"This brand will amplify what I do; it just takes the scale of what I do to the next level and helps me further communicate my message to people. "
Lira launches her sixth studio album next week and Johnnie Walker will be there to support her with a bottle of Gold Reserve.
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