Source: Lucky Saint

Lucky Saint plans to launch a co-branded mass sampling campaign over the month

Lucky Saint has signed up to become the first ever official beer of Dry January. 

The alcohol-free brand has inked a deal with Alcohol Change UK to front the campaign, which has steadily grown its reach over past years, with over 6.5 million Brits expected to take part in 2022.

“While January is traditionally a month of hunkering down, it now means we can stay social, support the hospitality industry and drink January dry,” said Lucky Saint founder Luke Boase.

Lucky Saint plans to launch a co-branded mass sampling campaign over the month, handing out over 100,000 bottles in various locations across the UK, and encouraging shoppers to download Alcohol Change UK’s Try Dry app. 

The partnership comes on the back of a stellar year for Lucky Saint, which kicked off 2021 with a £3.5m funding round and ended it with a move into cans to broaden its reach in convenience stores and other off-trade retailers.

The brand grew its supermarket sales by 774.3% over the past year – admittedly from a relatively small base – rising to £1.5m on surging volumes [NielsenIQ 52 w/e 11 September 2021].

It is also pushing hard into the on-trade since venues reopened post-lockdown, doubling its on-trade team to 15 staff in 2021 and hitting 3000 on-trade distribution points.

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”, said Alcohol Change UK CEO Richard Piper.

Lyre’s, meanwhile, has been named as Dry January’s official non-alcoholic spirits partner for the next three years.

The brand, which offers a 14-strong range of 0% spirits as well as five RTDs, will host “a range of events and brand partnerships” throughout the month.

Lyre’s co-founder and CEO Mark Livings said the move would reinforce his brand’s “category leadership position, and brings to life our mission to give consumers the freedom to enjoy their favourite drink with no compromise”.

William Reed – the publisher of The Grocer – runs a trade show exclusively for the low & non-alcoholic drinks industry. For more information visit