How One Man Changed The Alcohol Industry

A vendetta against blandness. A wasteland of uninspired alternatives. That's where the Lucky Saint story truly begins, with one man's refusal to settle for second best in the world of non-alcoholic beer.

But before we jump in, a quick update on the mergers & acquisitions space:

Right, you know the game by now…

The Thirst for Better

Back in 2018 Luke Boase's had a bit of a vendetta. He recognised a significant void in the UK market for high-quality, genuinely enjoyable booze-less beers. Driven by a desire for a non-alcoholic option that didn't compromise on taste, Luke embarked on a mission to create his own. This quest involved extensive collaboration with brewers across Europe and the production of over 60,000 litres of test brews, ultimately leading to the birth of Lucky Saint's flagship - Superior Unfiltered Lager (0.5 percent ABV).

Navigating the Labyrinth

The initial journey for Lucky Saint wasn't without its complexities though.

A significant early hurdle was navigating the differing regulations between the UK and the EU. While the UK mandated a maximum ABV of 0.05 percent for a beverage to be classified as non-alcoholic, EU regulations allowed up to 0.5 percent. Committed to producing a beer with a noticeable flavour profile while still adhering to UK standards, Lucky Saint made the strategic decision to brew its lager in Germany, ensuring compliance without sacrificing product quality.

Introducing a premium almost 0 percent beer required a significant effort in market education. Consumers, accustomed to traditional alcoholic beverages or often flavourless non-alcoholic alternatives, needed to be convinced of Lucky Saint's convincing beer taste and overall value. Overcoming skepticism and shifting ingrained perceptions in a market dominated by alcohol presented a considerable challenge.

Turning the Tide

Several key moments propelled Lucky Saint's growth and established its position in the market.

Lukes unwavering commitment to quality, evident in the businesses unfiltered brewing process, proved to be a major turning point. This dedication to taste and authenticity resonated strongly with consumers actively seeking flavourful non-alcoholic alternatives.

A significant boost came in 2023 when Lucky Saint secured a 10M GBP Series A funding. This substantial injection enabled the brand to significantly expand its distribution network. By this point, Lucky Saint had already gained traction in discerning establishments, including over 60 Michelin-starred venues. As a result, the team were able to reach over 5,000 pubs, bars, and restaurants across the UK.

Lucky Saint became the official beer partner of Dry January which was a masterstroke, aligning the brand with a growing movement focused on mindful drinking. Further solidifying its presence. But whats a beer brand without a pub… Lucky Saint opened The Lucky Saint pub in London, creating a physical space that championed inclusivity and choice for consumers, regardless of their drinking preferences.

Lucky Saint's Current Standing and Future Ambitions

As it stands, Lucky Saint is the UK's leading independent 0 alcohol beer brand. Since its inception in 2018, the company has experienced an impressive 180 percent year-on-year revenue growth, demonstrating the strong consumer demand for its products.

Recognising the evolving tastes of consumers, Lucky Saint expanded its product line in 2023 with the introduction of the Superior Hazy IPA. This diversification caters to a broader audience and further solidifies their position as innovators in the 0 alcohol beer sector.

With a strong foothold in the UK market, Lucky Saint has set its sights on global expansion. The brand has ambitious plans to enter European markets, aiming to replicate its UK success and establish itself as a globally recognised and respected alcohol-free beer brand, bringing its commitment to quality and flavour to a wider international audience.

That’s it for this week folks. If you want a particular story, or even your founder story told, reach out to me on any of my social media (below) or reply to this newsletter.

Reading and Recommendations:

I find a lot of value in Steven Bartletts content. He is the definition of a self made entrepreneur. Starting his first business in his teens and has become one of the largest podcast owners in the world, has incredible charity work, a dragon on Dragons Den, and also publishes a huge amount of inspiring and transparent insight on his youtube channel - Behind the Diary. Seeing real business meetings, discussing his real world challenges (personal and business) and of course, you see how little time he actually has to himself - the reality of entrepreneurship.

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