For those who may not know the brand, can you give us an overview of Lucky Saint?

Absolutely. Lucky Saint was founded seven years ago by Luke Boase, who still leads the business today. We are the UK’s number one dedicated alcohol-free beer brand – and the most-Googled and most-talked about brand in the entire category.

We’ve grown to become the fourth-largest brand in the on-trade (pubs and bars) and fifth in grocery, which means we’re now bigger than all the other alcohol-free specialist brands combined. We’re also the second-fastest-growing alcohol-free beer in the UK, just behind Guinness Zero.

Our mission is bold: to build the world’s defining alcohol‑free beer brand – a brand people ask for by name, just like they’d order a Guinness rather than “a stout”.

What’s driving the growth in the alcohol-free category?

Consumer behaviour is changing dramatically. Around 75% of UK adults are moderating their alcohol intake, and one in three pub visits is now alcohol-free.¹ That’s a huge cultural shift.

But while demand is rising, alcohol-free beer still accounts for only 2% of the UK beer market – compared with 15% in Spain.² So there’s a huge growth runway for brands like Lucky Saint.

For pubs and hospitality, this shift is also a commercial opportunity: offering a high-quality alcohol-free option keeps customers spending, instead of defaulting to water or soft drinks.

^{1 Low + No Drinking Differently 2025 Report, KAM and Lucky Saint} 

^{2 IWSR – The UK No‑Alcohol Market: Key Statistics and Trends, Jan 2025}

Your brand-building approach is distinctive. How do you approach marketing at Lucky Saint?

We work to a simple mantra: break the rules, honour the traditions. As an alcohol-free-beer-only brand, we’re not tied to the conventions of mainstream breweries, which gives us space to think differently – while honouring the familiar cues that define great beer brands.

For us, breaking the rules starts with the brand’s creative expression. Our visual world is intentionally bold and slightly surreal, built around our now iconic saint character used consistently across campaigns. In a category that typically leans on sunshine and pints imagery, we’ve taken the opposite approach, and it’s worked. Dry January has become a signature moment, with our London Underground campaigns now something consumers expect each year.

That rule-breaking mentality shapes where we show up, too. We back communities who do the activity; runners, cyclists and people living active lifestyles – rather than targeting spectators. Our presence at events like the Hackney Half often make us feel more like a sports brand than a beer company. And our Strava partnership has seen over two million people take part in Lucky Saint challenges, strengthening our link with movement and wellbeing.

But we also know when to honour the traditions of beer. Over the past 18 months we’ve launched classic styles – an IPA, a Superior Lemon Lager and a Weissbier – bringing familiar brewing cues into the alcohol-free space and giving drinkers something they can feel proud to order.

Draft beer feels central to your strategy. Why is that so important?

Draft is a game changer. We now have 1,000 Lucky Saint taps across the UK, giving consumers the ritual of ordering a pint – something they repeatedly tell us matters. People want to feel part of the round, and serving alcohol-free beer on tap elevates the experience and normalises the category.

We also own our own pub in Marylebone, London, with our office above it, which has become a brilliant testbed for understanding how consumers interact with the brand.

How else are you partnering to scale the brand?

Partnerships are core to our growth strategy. A major one is our long-standing relationship with Alcohol Change UK, making us the official alcohol-free beer of Dry January.

This is a trademarked term – and because we’re a dedicated alcohol-free brand, we’re the only beer partner it can work with. That exclusivity is hugely valuable for our trade partners and our brand positioning.

What’s next for Lucky Saint?

We’re continuing to scale distribution, expand our draft footprint, and invest heavily in brand-building that gives us a premium price position – we currently command a 22% price premium versus the category.

Innovation will continue to play a role, but our biggest focus is strengthening the brand so consumers ask for Lucky Saint by name. That’s when you know you’ve become synonymous with your category.