As part of the Thou Shalt Go To The Pub campaign, which starts on Monday 15 January, a number of activations will be taking place.
This will include a partnership with pub group Mitchells & Butlers (M&B) where 10,000 free pints of Lucky Saint will be given away at participating venues.
Other activations will include a targeted out-of-home campaign, highlighting the nearest pubs taking part, as well as paid social, influencers and the launch of an events hub on the Lucky Saint website to help showcase events happening in pubs throughout January.
In addition to this, the brand’s pub The Lucky Saint in Marylebone, west London, has a series of events taking place throughout this month.
British institution
Lucky Saint founder Luke Boase said: “The pub is a British institution and we think it remains just as relevant during dry January.
“You can’t beat a warm pub, enjoying a pint with friends and – if you’re doing dry January or moderating your alcohol consumption – Lucky Saint on draught is the perfect solution.
“We’re excited to partner with M&B in January and hope to see lots of [people] down at the pub to kick off the new year.”
January is traditionally a tricky time for hospitality, particularly pubs as people opt to moderate their drinking at the start of the year, according to M&B head of brand marketing Laura Milne.
Heart of communities
She said: “We’re exciting to be working with Lucky Saint in the Thou Shalt Go To The Pub campaign this January.
“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.
“On one of the darkest, coldest months of the year – why wouldn’t you want to be in a cosy M&B pub with a freshly poured pint?”
Lucky Saint was the first alcohol-free producer to join the British Beer & Pub Association in the organisations more than 100-year-old history.
About the brand's campaign, the trade body's chief executive Emma McClarkin said: “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.”
