Alcohol-free brand Lucky Saint is partnering with Alcohol Change UK to become the UK’s first ever official beer of Dry January.
One in eight of all UK adults plan to take part in Dry January. Lucky Saint is cementing its mission to “inspire the world to drink better”, throughout January.
Physical and mental health remain top of the agenda following the pandemic, directly correlating with sales of low- and no-alcohol beer rising 58% in the UK during 2020. With more than 6.5 million people estimated to be taking part in Dry January next year, the importance of offering a range of quality alcohol-free options will be essential, says Lucky Saint.
Evidence shows that habits formed during Dry January stick, with 70% of those who take part still drinking less six months later. Recent research backs this up, revealing that one in three restaurant visits and one in four pub visits are now an alcohol-free occasion.
Lucky Saint is available in three formats: bottle, can, and on draught. Draught launched in January 2020 to break down the final barrier for those not drinking — a proper pint in the pub with friends. Embraced by the pub community for the quality of the beer, Lucky Saint became the first ever alcohol-free member of the British Beer & Pub Association in its 117-year history, and is also now the only alcohol-free member of UKHospitality.
Luke Boase, founder of Lucky Saint, said: “At Lucky Saint, we believe that the greatest reward of drinking is the social connection, not the alcohol. So while January is traditionally a month of hunkering down, it now means we can stay social, support the hospitality industry, and drink January dry.
“We’re excited to be partnering with Alcohol Change UK to become the UK’s first ever official partner of Dry January, as we continue on our mission to bring drinkers nationwide all the satisfaction of a full-strength lager, with none of the sacrifice.”
Obvious choice
Dr Richard Piper, chief executive of Alcohol Change UK, added: “It’s brilliant to announce Lucky Saint as the official beer of Dry January 2022. Dry January offers an outstanding experience to everyone who takes part, whether by downloading the Try Dry app or registering on our website.
“Dry January is not about giving something up. It’s about giving ourselves new choices, resetting our relationship with booze, and improving our physical health and mental wellbeing.
“Lucky Saint was the obvious choice for us to partner with — a great tasting alcohol-free lager that is leading the way when it comes to quality in the category. We’re proud to partner with a brand that is committed to changing the way
people think about alcohol-free beer forever.”
This commitment to improving mental health is reflected in Lucky Saint’s work with Mental Health First Aid England (MHFA England), with the brand making an ongoing commitment to championing good mental health in hospitality and retail.
The initiative sees Lucky Saint become the first to train its entire team to be mental health first aiders, as well as offering MHFA training to hundreds of retail and hospitality professionals.
