CREATED IN COLLABORATION WITH CREATIVE AGENCY LOVE OR FEAR, THE CAMPAIGN WILL RUN FROM 22ND JUNE TO 5TH JULY 2020
Lucky Saint, the UK’s leading 0.5% Superior Unfiltered Lager, is launching an out of home brand campaign, Tasting is Believing, running for two weeks from 22nd June to 5th July 2020.
The first brand campaign with Lucky Saint’s newly engaged creative agency LOVE or FEAR will appear across national OOH sites in 16 cities all over the UK for two weeks, supported by social, digital, and influencer activation. The campaign pays homage to the brand’s devotion to taste above all else, creating a beer that most people can’t quite believe is just 0.5% ABV.
Independently and progressively brewed in Bavaria in the same way as alcoholic beer, Lucky Saint uses only the finest ingredients and best processes available. The recipe combines just four natural ingredients: Pilsner malt, Hallertau hops, Bavarian spring water and its own single-use yeast. Filtering beer strips out flavour, so by keeping it unfiltered and maintaining a very low alcohol percentage which qualifies as ‘alcohol-free’, Lucky Saint is able to retain its flavour, body and character.
Dave Dye, CCO & Founder of LOVE or FEAR says, “I generally try to avoid advertising that says ‘tastes great’, because people think ‘you’re bound to say that, you make it!’. But all the chatter online about Lucky Saint is how people can’t believe they’re drinking low alcohol lager, so it seemed negligent to not continue it. The challenge was how to brand it.”
Lucky Saint creates beer of uncompromising taste. It also happens to be alcohol-free. Launched in October 2018 Lucky Saint is available to purchase via its website. Prior to lockdown, January 2020 saw the launch of Lucky Saint draught into selected on-trade venues.
For more information please contact Alex Chatwin at LX PR
Notes to Editors
About Lucky Saint
12 x 330ml bottles available to purchase via https://luckysaint.co/ || RRP: £25
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 to us? 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.