Lucky Saint on rethinking moderation

We look at how investing in creativity is helping beer brand Lucky Saint punch well above its weight as it seeks to change perceptions of alcohol-free

There has been a marked shift in societal ­attitudes towards drinking – or, rather, not drinking – in recent years. One in three pub visits in the UK now don’t involve ordering an alcoholic drink, according to research by hospitality consultancy firm Kam. The same report, produced in partnership with alcohol-free beer brand Lucky Saint, also found that 55% of the adult population are looking to moderate their alcohol consumption, citing reasons such as wanting to improve their physical and mental health, and saving money.

While most major beer brands have dipped their toe into low- or no-alcohol, innovation within the category has been sorely lacking, with most options simply positioned as the 0% version of their alcoholic counterparts. Founded in 2018, Lucky Saint was born out of founder Luke Boase’s desire to finally reward those who aren’t drinking with the beer they deserve. After several years spent travelling around breweries across Europe, Boase eventually decided to partner with a 400-year-old brewery in Bavaria. The ­result was Lucky Saint’s signature unfiltered lager, complete with hazy golden hue and citrus hop finish.

Lucky Saint
Top and above: Lucky Saint’s 2019 launch campaign, led by Karmarama, photographed by Rankin