Lucky Saint is a brand of low-alcohol

pale lager Pale lager is a pale-to- golden lager beer with a well- attenuated body and a varying degree of noble hop bitterness. In the mid-19th century, Gabriel Sedlmayr took British pale ale brewing and malt making techniques back to the Spaten Bre ...

, launched in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...

in 2018 and produced in

Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...

by Not Another Beer Co Ltd.

History

Lucky Saint was developed by Luke Boase in collaboration with an established brewery in the German state of

Bavaria Bavaria, officially the Free State of Bavaria, is a States of Germany, state in the southeast of Germany. With an area of , it is the list of German states by area, largest German state by land area, comprising approximately 1/5 of the total l ...

, after two years of collaborating with several breweries across Europe to develop a new low-alcohol beer. Unlike previous attempts, this beer was left unfiltered. Lucky Saint is brewed in Germany for the UK market, because UK law requires that if it were produced domestically it would have to contain no more than 0.05% alcohol in order to be labelled "alcohol-free", however this does not apply to products produced in the EU where the limit is only 0.5%. The Lucky Saint brand was officially launched in the UK in October 2018. In January 2020, Lucky Saint launched on draught, and by January 2024 was available on tap in over 1,000 pubs across the UK. In December 2023, a "Hazy

IPA IPA commonly refers to: * International Phonetic Alphabet, a system of phonetic notation ** International Phonetic Association, the organization behind the alphabet * India pale ale, a style of beer * Isopropyl alcohol, a chemical compound IPA ...

" variety was introduced, also at 0.5%. In 2023, Lucky Saint opened a pub in

Marylebone Marylebone (usually , also ) is an area in London, England, and is located in the City of Westminster. It is in Central London and part of the West End. Oxford Street forms its southern boundary. An ancient parish and latterly a metropo ...

, London, providing customers with a range of low-alcohol and alcohol beer produced by Lucky Saint as well as competitor brands.

Name

The name "Lucky Saint" is an acknowledgement of the luck required to get the idea for the brand off the ground, and the saintly virtuousness of abstaining from alcohol. The brand's logo is a golden

ladybird Coccinellidae () is a widespread family of small beetles. They are commonly known as ladybugs in North America and ladybirds in the United Kingdom; "lady" refers to mother Mary. Entomologists use the names ladybird beetles or lady beetles ...

, a traditional symbol of good luck.

Ownership

The Lucky Saint is a brand of Not Another Beer Co Ltd, a private limited company incorporated in the UK in August 2017. In 2020, Ben Bilboul was appointed as CEO to manage the company, while its founder Luke Boase continues to serve as a director with significant control. Not Another Beer Co Ltd is certified as a B Corporation, employing 53 people as of December 2023.

Marketing campaigns

Lucky Saint has had a number of high visibility marketing campaigns targeted towards the growing market for zero-alcohol and low-alcohol beer. This includes being the official beer partner of the

Dry January The Dry January challenge is a campaign developed and delivered by UK charity Alcohol Change UK where people sign up to Teetotalism, abstain from alcohol for the month of January. The term "Dry January" is a Trademark, registered trademark with A ...

campaign, and a large public campaign of the Lucky Saint brand targeted at moderate drinkers in 2023-24.

References

{{reflist Beer brands of the United Kingdom British companies established in 2018 Non-alcoholic drinks