Lucky Saint is the premium non-alcoholic lager that changed how UK consumers think about alcohol-free beer — founded in 2018 by Luke Boase, available on draught in pubs across Britain, and backed by a record-breaking European NA beer Series A in 2023.
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See all ads on AdLibrary →Lucky Saint is a premium British non-alcoholic lager founded in 2018 by Luke Boase and brewed in Bavaria, Germany. Boase launched the brand after becoming frustrated with the quality of UK alcohol-free beer options, spending two years collaborating with European breweries to develop a product that could stand alongside premium lagers in taste and presentation. Lucky Saint is the brand behind the 'Not Another Beer Co Ltd' entity incorporated in the UK in August 2017. The brand became the first NA lager to crack meaningful UK pub draught placement — a critical credibility and trial milestone in a market where on-premise consumption drives brand perception. In 2023, Lucky Saint raised more than £10M in a Series A round led by JamJar Investments (the private equity arm linked to Innocent Drinks) and Beringea VCT — the largest Series A raised by an alcohol-free beer brand in Europe at the time. DTC subscription and UK supermarket listings round out the distribution model. Also searched as Lucky.
Lucky Saint's advertising strategy attacks the biggest barrier in NA beer: the perception that alcohol-free means inferior. The brand's creative positioning is unapologetically premium — Lucky Saint is not marketed as a 'healthier option' or a 'Dry January beer', it's marketed as a beer that happens not to contain alcohol. This subtle but critical framing distinction means that all advertising speaks to the quality-conscious beer drinker rather than the abstainer. Pub draught placement is the brand's most effective 'ad': when a consumer sees Lucky Saint on tap next to Pilsner Urquell and Camden Hells, the positioning is made without a single word of copy. Paid media supports this with lifestyle creative showing Lucky Saints being drunk in real social situations, not health-retreat contexts. See Lucky Saint's ad approach on the Lucky Saint ad library.
Lucky Saint uses Instagram to target the millennial UK beer drinker who is health-conscious but socially active — someone who runs but also goes to the pub. The brand's visual identity (clean white and gold, premium photography) stands out in a category that often defaults to sports-recovery green aesthetics. Facebook reaches the broader 30–50 UK consumer considering moderation for lifestyle rather than health reasons. The brand runs Dry January and Sober October campaigns but uses them as acquisition moments rather than the core of its identity — Lucky Saint wants to be a year-round choice, not a January resolution. Subscription DTC retargeting drives LTV from converted pub trialists who want the product at home.
Lucky Saint copy is built around the idea of no compromise: premium beer, brewed properly, without alcohol. The brand avoids the language of deprivation ('alcohol-free', 'without the hangover') in favor of affirmative quality language. Headlines emphasize the Bavarian brewing craft, the taste credentials, and the social occasions where Lucky Saint belongs — alongside other great beers, not as a substitute. The name itself is a copy asset: 'Lucky' implies fortune and pleasure; 'Saint' implies clean-living without self-righteousness. Copy for DTC and subscription channels emphasizes convenience, freshness, and the social proof of pub placement as a quality signal.
Lucky Saint's greatest insight is that category growth in NA beer requires upgrading the category's reputation, not just converting individual consumers. By insisting on pub draught placement, premium packaging, and quality-first messaging, Lucky Saint raised the floor for what consumers expect from NA beer — which benefits the entire category but most benefits the brand that defined those standards. This is a rare example of a brand investing in category building as a competitive moat rather than short-term performance advertising. The JamJar investment link is also strategic: Innocent Drinks built a premium, purpose-led soft drink brand in a category dominated by cheap competitors. Lucky Saint is using the same playbook for NA beer, and the Series A from the same fund validates the parallel.
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