Why Lucky Saint is branching out from Dry January
Planning to “break rules and honour traditions”, the alcohol-free beer brand is tapping into the summer of sport as part of a wider year-round push.
Lucky Saint is launching its first above the line campaign outside January, as it invests in non-alcoholic beer becoming an “all year round” category rather than only for Dry January.
The non-alcoholic category has been rapidly expanding. This March sales grew by 30% on a value basis and 22% on a volume basis versus the same period last year, according to data from analyst Circana. While major players like AB InBev, Heineken and Diageo, are all now invested in the category, producing non-alcoholic versions of their best-selling beers, Lucky Saint is the UK’s biggest dedicated alcohol-free beer brand.
“Consumers are not considering alcohol-free just for the Dry January moment, but they are really considering it all year round,” says Lucky Saint marketing and ecommerce director Kerttu Inkeroinen.
