Non-alcoholic beer brand sees growth as consumers embrace new drinking occasions and habits
Lucky Saint Reports Record Sales Surge After Strong December Performance
Non-alcoholic beer brand sees growth as consumers embrace new drinking occasions and habits
Category: Business
Lucky Saint, the UK’s largest dedicated alcohol-free beer brand, has reported a significant sales boost following a bumper December, attributing the surge to shoppers finding “new occasions” to enjoy a pint. The company’s success comes as more consumers, particularly those moderating their alcohol intake throughout the year, embrace non-alcoholic beer not only for Dry January but also as a regular choice.
Emma Heal, CEO of Lucky Saint, said that the brand performed “particularly well” over the festive season, benefiting from the growing trend of people incorporating non-alcoholic drinks into their social routines. “We’ve found that it’s not just beer drinkers swapping to non-alcoholic versions—people are discovering new moments to enjoy a drink, sometimes switching between alcoholic and alcohol-free options,” she explained. “This flexibility is why we saw a strong December.”
The brand has also seen increasing demand for non-alcoholic beer on weeknights and during daytime hours, with Lucky Saint cans even being included in supermarket meal deals. December 2023 marked the company’s largest sales month ever, with sales up by 158% in the week before Christmas compared to the same period in 2022. This surge was attributed to drinkers switching between alcoholic and alcohol-free beverages during festive celebrations.
Heal noted that while the UK market for non-alcoholic beer still lags behind other European countries, there is significant room for growth. In the UK, non-alcoholic beer currently accounts for just 6% of beer sales in supermarkets, but Lucky Saint believes this could rise to 10% in the near future. The company is also seeing strong momentum in the pub sector, having introduced its draught beers to various venues.
Research conducted by Lucky Saint revealed a shift in British drinking habits, especially in pubs, with nearly two-thirds (62%) of Britons now feeling comfortable visiting a pub without drinking alcohol. Women were particularly more likely to feel comfortable with this, at 69%, compared to 56% of men.
