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If you're a fan of an evening at the pub, you’ve likely heard of Lucky Saint, a non-alcoholic beer that has skyrocketed since its launch in 2018. In just six years, it’s become a staple in the UK’s drinking scene, especially within the growing alcohol-free market.

The Rise of Lucky Saint

The increasing popularity of alcohol-free options has undoubtedly contributed to the brand’s success. Through clever viral campaigns, Lucky Saint has positioned itself as a go-to drink in the non-alcoholic beer category, distinguishing itself by offering only non-alcoholic products.

While the market has grown more competitive, with giants like Heineken, Guinness, and Asahi expanding their alcohol-free ranges, Lucky Saint stands out for its pure focus on non-alcoholic options. This year, the brand was named the headline sponsor for Dry January in the UK, securing its position as a key player in the sector.

Breaking the Mold

Like any successful brand, Lucky Saint benefited from the combination of timing and a product in high demand. It launched at the perfect moment when the UK’s non-alcoholic beer market was beginning to gain real traction, riding the cultural wave of healthier drinking habits.

A major contributor to its success has been its astute marketing campaigns. These campaigns have turned moderate drinkers into loyal customers, capitalizing on the growing trend of non-alcoholic alternatives.

So, what sets Lucky Saint apart from the competition?

Kerttu Inkeroinen, the brand’s Chief Marketing Officer, believes the key to their success lies in having a “great product.” She emphasizes, "Even if you hook people with great marketing, they will only keep coming back if they love the product."

This dedication to quality has paid off, especially with Dry January serving as a major publicity boost. Inkeroinen states, "Our status as a solely alcohol-free brand gives us credibility and relevance with both consumers and retailers."

Perfect Timing

But marketing alone isn’t enough. Lucky Saint also benefited from the timing of its launch. As non-alcoholic beer started to boom, the brand’s early entry into the market has allowed it to tap into the increasing demand.

The British Beer and Pub Association reported last year that low and non-alcoholic beers are now the fastest-growing beer category in the UK, representing nearly 3% of the total market share.

Looking beyond the UK, the European market is seeing similar growth, with countries like Spain, Sweden, and the Netherlands showing significant increases in non-alcoholic beer consumption, where the category now accounts for 12% of the market.

Though Lucky Saint may not have the global presence of Heineken or Peroni, its impact in the UK and Europe is undeniable. Inkeroinen reflects on this, saying, "Brands like Lucky Saint have helped convince retailers to give space to non-alcoholic beers and encouraged bigger brewers to invest in the category."

A Year-Round Trend

Interestingly, Dry January is no longer the key sales period for the non-alcoholic beer sector. Lucky Saint has seen its sales grow year-round, with the summer months surpassing January in terms of volume. The trend of year-round consumption is now more evident, fueled in part by major sporting events like England’s journey to the Euro 2024 final.

"We’re seeing more year-round consumption," Inkeroinen adds, "Last summer, sales were higher than in January. It's clear that the category isn’t just seasonal anymore."

What’s Next for Non-Alcoholic Beer?

The future for brands like Lucky Saint and the broader low and non-alcoholic beer category looks bright. In neighboring countries like Germany and France, the sector still has considerable room for growth, with current market shares around 4%. However, the potential for expansion is clear, especially as more players invest heavily in the category.

With major brands like Heineken 0.0 and Guinness 0.0 now featuring prominently in TV ads and sporting sponsorships, the non-alcoholic beer sector is poised to continue growing. Heineken’s sponsorship of UEFA and Guinness’s presence in the Premier League are clear indicators of this.

Will non-alcoholic beer reach a 50% market share? Inkeroinen is optimistic, saying, "If current trends continue, I could see this happening, especially as alcohol consumption drops across generations."

She also highlights that the primary appeal of drinking is the social connection rather than alcohol itself. This belief aligns with Lucky Saint’s mission to make alcohol-free beer a mainstream part of British pub culture.

The Impact of Big Players

However, the rise of big players like ABInBev and Diageo may present challenges for smaller brands. Inkeroinen is not concerned, though, pointing out that competition in a fast-growing category is healthy. "The opportunity is huge for us to grow the entire category," she explains. "As a small brand, we rely on the whole industry to support the growth of alcohol-free options."

With more options on the market and consumer demand steadily increasing, it’s clear that the non-alcoholic beer revolution is just getting started. Lucky Saint continues to lead the way, shaping the future of social drinking—without the alcohol.