Lucky Saint launch nationwide campaign to get people into their local this January
100,000 free pints up for grabs across the nation, with over 15 hospitality partners
Campaign includes partnership with transport app Citymapper, to help people find their nearest pub
Tuesday 7th January 2024 – Lucky Saint, the UK’s #1 dedicated alcohol-free beer brand, today launches Thou Shalt Go To The Pub, its national campaign to get people into pubs this January.
The pub has been at the heart of communities across the UK for centuries, cemented as the place for social connection whether it’s with family, friends or colleagues. After the festivities of December come the New Year’s resolutions: The health kicks, Dry January, Veganuary which all too often come at the expense of socialising.
So to combat this, Lucky Saint is bringing together the biggest pub groups in the country this January to give away 100,000 free pints of Lucky Saint in more than 500 venues across the UK.
With the mental health benefits of socialising well documented, the pub is the ideal place for people to come together to kick off the year. Whether you’re doing Dry January or just fancy a pint with a mate, Lucky Saint proclaims Thou Shalt Go To The Pub.
Participating groups in the Thou Shalt Go To The Pub campaign:
- Mitchell and Butlers
- Greene King: Metropolitan Pub Company and Crafted Pubs
- Fuller’s
- Laine Pub & Brewing Company
- Heartwood Inns
- Mosaic Pub and Dining
- Roxy
- Urban Leisure Group
- Electric Star Pubs
- Public House Group
- Market Taverns
- Three Cheers
- Camerons
- JKS
- Incipio
- The Lucky Saint
Luke Boase, founder of Lucky Saint, said:
“The pub is one of the UK’s oldest institutions. It’s the first port of call for socialising, for celebrating, for commiserating. It sits at the heart of our communities. And we love it.
With the turn of a New Year come the resolutions. We’re here for the juice cleanse, the training schedule, for Dry January, but not at the expense of socializing. We think that socializing is as important as any New Year’s resolution. So this January we are proclaiming Thou Shalt Go To The Pub and giving away 100,000 pints of Lucky Saint to celebrate social connection.
We’re thrilled that so many of the great pub groups across the UK are supporting Thou Shalt Go To The Pub, and getting behind our efforts bring people together this January. With an incredible selection of pubs involved throughout the country, a warm pub with a pint of Lucky Saint is a great way to kick off the year.
So whether you’re doing Dry January or just fancy a Lucky Saint, we hope you enjoy a pint with friends and family this January”
Emma McClarkin, Chief Executive of the British Beer and Pub Association, said:
“With pubs serving up more no/ low beer than ever before, and Lucky Saint handing out delicious free pints in locals around the UK, January needn’t be a time of isolation.
Pubs play a critical role in bringing people together under one roof and, with so many available no/ low beers, people can still head to their local and socialise, all while choosing moderation if they wish.
We’re raising a glass to all of our pubs who can be relied upon to keep their doors open and offer a warm welcome to communities up and down the country.”
The campaign will be supported by paid social, influencers and Citymapper, the award-winning public transport navigation app, to help people find their way to the nearest pub participating.
Alongside the pub venues involved in the campaign, the alcohol-free beer brand will be welcoming drinkers down to its own pub The Lucky Saint. Serving the very best of alcoholic and alcohol-free drinks, the brand is set for a series of events throughout the month to make The Lucky Saint the go-to destination across Dry January.
As the UK’s #1 dedicated alcohol-free beer brand, Lucky Saint is continuing to lead the UK’s rapidly changing drinking culture with Dry January 2024 predicted to be the biggest on record. Over 15 million Brits are expected to take part, according to research by Alcohol Change UK, with Lucky Saint continuing as the Official Beer of Dry January.
To claim your pint of Lucky Saint alcohol-free Unfiltered Lager, participating pubs can be found on the ‘Tap Map’ here:
https://luckysaint.co/pages/
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For Press Office enquiries, contact: luckysaint@freuds.com
About Lucky Saint
Since launching in 2018, Lucky Saint has become the #1 independently owned alcohol-free beer brand in the UK, driven by the mission to finally reward those not drinking with the beer they deserve. Lucky Saint has partnered with Alcohol Change UK as the Official Beer of the Dry January® challenge since 2021. The hugely successful Alcohol-Free Superior Unfiltered Lager has seen exponential growth, 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 120-year history.
Lucky Saint is now available in thousands of pubs, bars, and restaurants, over 80 Michelin star venues as well as many major retailers including Tesco, Sainsbury’s, Waitrose, M&S, Ocado and Morrisons. In 2024, Lucky Saint launched its alcohol-free Hazy IPA. Lucky Saint has already trained its entire team in Mental Health First Aid, as well as hundreds of hospitality professionals – part of the brand’s mission to ensure it has a positive environmental impact alongside the brand’s official B-Corp status.
You can find high-res imagery HERE
For Press Office enquiries, contact: luckysaint@freuds.com
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