Lucky Saint, the dedicated alcohol-free beer brand, has launched a campaign to support hospitality venues across the UK this month.
Pubs have been at the heart of communities in the UK for centuries. But during one of the colder and darker months of the year, they often struggle with low footfall.
Luck Saint wants to get people in the pub in January through a series of activities. These include giving away 10,000 free pints of its beer in participating Mitchells & Butlers pubs.
There will also be outdoor advertising highlighting the nearest pubs participating in the campaign, social media activity, and the launch of an Events Hub on the Lucky Saint website to showcase what’s happening in pubs throughout January.
In addition to supporting the hospitality industry, Lucky Saint will see the first Dry January for its own pub, The Lucky Saint, in London. It has lined up a series of events throughout the month to make it the go-to destination this Dry January.
“The pub is a British institution, and we think it remains just as relevant during Dry January,” said Lucky Saint founder, Luke Boase.
“You can’t beat a warm pub, enjoying a pint with friends, and if you’re doing Dry January or moderating your alcohol consumption, then Lucky Saint on draught is the perfect solution.”
Laura Milne, head of brand marketing at Mitchell & Butlers, said: “January has traditionally been a tricky time for hospitality, particularly pubs, as people choose to moderate their drinking at the start of the year. But with so many great alcohol-free options now out there, that doesn’t have to be the case.
“Having Lucky Saint on draught has been game-changing for our pubs, and we’re excited to get behind Lucky Saint’s campaign to see pubs busy and buzzing again in January.”
Emma McClarkin, chief executive of the British Beer and Pub Association, added: “Pubs are at the heart of our communities for everyone, regardless of what they’re drinking.
“With almost 90% of pubs now serving at least one low- or no-alcohol beer, it’s clear everyone can get down to their local this January, whether it’s a dry one or not, and enjoy a cold pint.”
