Yes, that is an alcohol-free whisky on that image. And yes, I tried it.
And yes, I bought it myself.
Now normally, I would have placed a review under the section "drinking whisky", but in this case, I will not.
Two reasons:
1) This is not a whisky.
2) I thought I had to discuss alcohol-free whisky.

First, let's start with why I bought it. In short: Stupidity.
I spotted an online deal at a webshop for a nice single malt, but that specific store had an insane ly high shipping fee. Unless I spend ten euro's more, for free shipping.
In a hurry, because I had to get somewhere, place the kid in the carseat, get the diaper bag and the stroller , I sorted the store's whisky collection on low-high in price, and selected the cheapest bottle on the list that would get me at that missing ten euro. It was €11,50 if I remember correctly, on sale.

In a rush, I selected the bottle with a bear with a cowboy hat on and I just read 'American Malt'. "Must be a bourbon type or something," I thought, "Let's get it and see what it is."

Now, to explain why I was shocked, a little science is needed in my explanation. Since I'm not good at chemistry, forgive me my way of describing it.
In short: Alcohol has an important role in carrying the aroma's and taste of the whisky.
Take for example guaiacol molecules. These are the particles that give single malts a smokey flavor. And these guaiacol particles bind to the alcohol.
So removing the alcohol, means you do not keep those guaiacol particles, and others, in a liquid the same way as with alcohol.
With that important part that alcohol is playing in the way we smell and taste whisky, could an alcohol-free whisky work?

I'm not a fan. For me it was a big no. I kept it, tried it again, and again, but no.
I even shared it with friends, opening a discussion.
It is a very good bottle trying to capture the essence of a gently mellowed American Classic Bourbon Malt, like Lyre places on its own website.

And, to be fair, Lyre never claims to have made an alcohol-free whisky. They made their own alcohol-free spirit, trying to get as close as they can to the real thing.
And why not? We have a market for alcohol-free cocktails. The rise of alcohol-free gin or beer has risen the last few years. When I have to drive, I like to order a 0.0% beer as well. I made my wife alcohol-free gin-tonics in the summer while she was pregnant. There might be people who do not enjoy their drinks with some spirit flavor. Who find that too strong. But now I can give them an Old Fashioned, or another cocktail, with this alcohol-free spirit, so they can join me in enjoying a drink. Without judgement going both ways.

My lesson learned? Better pay for shipment next time.