Alcohol-free lager Lucky Saint is building on its success in bottles to launch on draught as more drinkers opt to moderate their alcohol consumption.
Launched in 330ml bottles in the on- and off-trade in October 2018, the 0.5% Superior Unfiltered Lager is now available in more than 40 pubs and bars across London including Hippo Inns and Urban Leisure Group.
Brewed by an unnamed brewery in Bavaria in Germany, the beer is produced at 0.5% ABV, which under EU law means it can be dubbed “alcohol free”. This small amount of alcohol helps to provide a depth of flavour and full-bodied mouth-feel.
Luke Boase, founder of Lucky Saint, said: “The response to Lucky Saint’s Unfiltered Lager since we launched just over a year ago has been phenomenal. During that time, demand from consumers and the trade has grown to a point where offering Lucky Saint on draught was the natural progression.”
To support the latest launch, the company has worked in partnership with family-run premium bar snack brand Made for Drink to develop a bespoke snack that pairs perfectly with the lager. The Salted Almond & Candied Orange snack is free for anyone ordering a pint of Lucky Saint on draught at participating venues throughout January.
The lager is available on tap at flagship sites within the Hippo Inns pub group, including the Duke of Sussex in Waterloo and The Islington Town House, with new fully branded fonts installed across the company’s portfolio.
Others offering Lucky Saint on draught include Urban Leisure Group’s venues, such as Coin Laundry and Heist Bank, Mother Kelly’s beer bars, craft beer mecca The Rake in Borough Market, all three Market Halls venues, Smoking Goat in Shoreditch and The Wigmore beside The Langham hotel.
Rupert Clevely, managing director of Hippo Inns, said: “As a pub group we’ve seen the ‘low and no’ category grow rapidly over the last couple of years. Our customers are often seeking innovative alcohol-free options so serving Lucky Saint on tap is a clear indication of our full support of this category.”
Since its launch in bottles, Lucky Saint has gone from listing in 28 Honest Burgers to more than 1,000 pubs, bar, restaurants and other venues across the UK. It is also available at Sainsbury’s where it retails at £1.80.