The alcohol-free beer looks to expand its core UK market through the BBPA’s network as consumer demand for non-alcoholic beer grows
Lucky Saint, the UK’s leading 0.5% Superior Unfiltered Lager, has joined the British Beer & Pub Association (BBPA). It is the first alcohol-free beer producer to receive membership to the UK’s leading trade association for brewers and pub companies in its 116-year history. Lucky Saint’s membership highlights the changing attitudes to alcohol-free beer within the traditional pub sector, recognising the brand as a category leader and assisting it in growing the brand within pubs across the UK.
Lucky Saint’s membership comes at a significant moment, with lockdown helping to accelerate the already growing demand for no and low options – in March, the category saw growth of +33%, year on year (Nielsen). In ‘Dry Jan’ alone 5m pints of no and low alcohol beer were drunk according to the BBPA, while 1 in 3 people have moderated their alcohol consumption during lockdown (Alcohol Change UK).
As the BBPA sees increased interest and demand for this category Emma McClarkin, CEO of the BBPA, says: “I am delighted to welcome Lucky Saint into BBPA membership. Growing the low and no alcohol beer market is a win-win for pubs as consumer demand for a greater choice of low and no options is only likely to grow post-lockdown. We look forward to helping Lucky Saint network with the breadth of our membership and expand their business.”
Luke Boase, founder of Lucky Saint, says: “Consumer interest in no and low options, whilst already on the rise, has grown even more during lockdown. As lockdown eases and people return to pubs, we hope that being part of the BBPA’s amazing network will help us reach new customers, break down barriers of misconceptions around alcohol-free beers, and expand across the UK. Being the first alcohol-free beer brand to become a member of the BBPA and the recognition that brings is a huge moment for us, and something we’re very proud of.”
As the drinks and hospitality industry’s largest and most influential trade association, the BBPA’s members are responsible for 90% of the beer brewed in Britain today. It represents 20,000 of the country’s pubs including international companies, family brewers, managed locals and the nation’s largest tenanted pub estates.
Launched in October 2018 Lucky Saint creates beer of uncompromising taste. It also happens to be alcohol-free. The ground-breaking 0.5% Superior Unfiltered Lager is independently and progressively brewed in Bavaria, using only the finest ingredients and best processes available. Prior to lockdown, January 2020 saw the launch of Lucky Saint draught into selected on-trade venues.
ENDS
For more information please contact Alex Chatwin at LX PR
alexchatwin@lx-pr.com
Notes to Editors
About Lucky Saint
12 x 330ml bottles available to purchase via https://luckysaint.co/ || RRP: £25
Instagram: @luckysaintbeer
Lucky Saint’s 0.5% ABV:
UK law states ‘alcohol-free’ has to be 0.05% or under, whereas in the EU this number is 0.5%. Lucky Saint is brewed in Bavaria and can therefore be called alcohol-free at 0.5%, whereas if we were brewed in the UK, we would fall into the ‘dealcoholised’ category of beers between 0.05% – 0.5% ABV.
So why is this negligible amount of alcohol so important? Simply put, 0.5% ABV helps unlock the depth of flavour and full-bodied mouth-feel you experience when you drink a Lucky Saint. In any case, did you know, that once opened, orange juice starts fermenting up to 1% ABV, a ripe banana can contain up to 0.2% and even things like sourdough bread can contain up to 1.5%. Lucky Saint believes in moderation, and a whole lot of flavour.
About the British Beer & Pub Association
The British Beer & Pub Association is the leading body representing Britain’s brewers and pub companies. The Association is more than a century old and was originally founded as the Brewers’ Society in 1904. Our members account for some 90 per cent of beer brewed in Britain today, and own around 20,000 of the nation’s pubs.
https://beerandpub.com/ || Twitter: @beerandpub