A first in English cricket, the award-winning beer brand partners with iconic London sporting ground, as demand for alcohol-free beer soars
In the lead up to the 2022 cricket season, the UK’s leading alcohol-free beer Lucky Saint has announced a partnership with historic sporting ground The Kia Oval, providing their alcohol-free draught beer at the stadium this summer. This marks the first alcohol-free beer to ever go on draught at a UK cricket ground.
With The Kia Oval hosting international matches against South Africa and India, as well as games across the Vitality Blast, LV= County Championship and Royal London One Day Cup – as well as the new franchise tournament The Hundred, the partnership highlights the continued increased demand for alcohol-free options throughout the country.
Lucky Saint will provide its great-tasting beer on draught across three of the ground’s bars, as The Kia Oval becomes the first cricket ground in the UK to supply non-alcoholic beer on draught as well as cans ahead of a busy summer schedule. Cans will be available from every bar in the ground.
The partnership aims to further cement the availability of high-quality alcohol-free drinks during key sporting events, with five of The Hundred’s venues already featuring alcohol-free stands, recognising the importance of offering quality alternatives. The wider no and low market is predicted to grow by a third by 2024.
Luke Boase, Founder of Lucky Saint said, “The greatest reward of drinking is the social connection, not the alcohol. So, while spectators enjoy the sound of leather on willow this year, they can do so with a pint of great tasting alcohol-free beer in hand. We’re excited to be partnering with The Kia Oval to reward all the fans not drinking with the alcohol-free beer they deserve’.
Steve Elworthy, Chief Executive of Surrey County Cricket Club and The Kia Oval said: “Our crowds have long been an iconic part of English cricket, and it’s vital that we continually adapt to changing preferences. Partnering with Lucky Saint means we can offer our Members and fans a quality non-alcoholic beer throughout the season, and we’re looking forward to having it available across The Kia Oval ground all summer.”
Lucky Saint will be available at the Kia Oval in cans from 14th April and on draught from 27th May and will be available throughout the season. RRP £6.
About Lucky Saint
Since launching in 2018, Lucky Saint has become the #1 independently owned alcohol-free beer brand in the UK. The hugely successful Alcohol-Free Superior Unfiltered Lager has seen exponential growth over the last three years, as well as celebrating many category firsts. Lucky Saint was the first independent alcohol-free producer to launch across the UK on draught and to join the British Beer & Pub Association in the organisation’s 116-year history.
The no/low category is accelerating at pace and is projected to be worth £450 million by 2024. Within this, beer will be the biggest subcategory by 2021, worth £172 million.
About The Kia Oval
The Kia Oval is one of the most popular and historic cricket grounds in the world. The home of Surrey County Cricket Club, the ground has hosted over 100 Test Matches and continues to welcome sell out crowds throughout the summer.
The home Club of England players like Jason Roy, Ben Foakes, Sophia Dunkley, Rory Burns, Tom and Sam Curran, Natalie Sciver, Ollie Pope and Reece Topley, Surrey currently has 16,000 Members, a 100% increase over the last fifteen years.
This summer, Surrey will compete in the First Division of LV= County Championship, the Vitality T20 Blast, the Royal London One Day Cup and all ECB Women’s county competitions.
The Kia Oval will also host a Royal London One Day International between England and India on Tuesday July 12th and an LV= Test Match between England and South Africa from Thursday September 8th to Monday September 12th.
Press release from Lucky Saint
For more information, please contact c.courtenaythompson@woodrowcommunications.com