The idea is to make sure as many people as possible visit pubs and bars across the UK in what is often seen as the worst month of the year for the on-trade.
The business behind the alcohol-free beer Lucky Saint, which also runs its own site in Marylebone, west London – and will be giving away free pints too – wants to see the socialising in pubs during December continue into the new year.
Lucky Saint has teamed up with 15 pubcos to give away the staggering number of pints at more than 500 venues across the UK.
Mental health benefits
The pubcos taking part in Thou Shalt Go To The Pub are:
• Mitchell and Butlers
• Greene King: Metropolitan Pub Company and Crafted Pubs
• Fuller’s
• Laine Pub & Brewing Company
• Heartwood Inns
• Mosaic Pub and Dining
• Roxy
• Urban Leisure Group
• Electric Star Pubs
• Public House Group
• Market Taverns
• Three Cheers
• Camerons
• JKS
• Incipio
Lucky Saint said with the mental health benefits of socialising well documented, the pub is the ideal place for people to come together to kick off the year.
Lucky Saint founder Luke Boase said: “The pub is one of the UK’s oldest institutions. It’s the first port of call for socialising, for celebrating, for commiserating. It sits at the heart of our communities. And we love it.
“With the turn of a new year come the resolutions. We’re here for the juice cleanse, the training schedule, for Dry January, but not at the expense of socialising.”
“We’re thrilled so many of the great pub groups across the UK are supporting Thou Shalt Go To The Pub and getting behind our efforts bring people together this January.”
Critical role
British Beer & Pub Association (BBPA) CEO Emma McClarkin added: “With pubs serving more low & no beer than ever before, and Lucky Saint handing out delicious free pints in locals around the UK, January needn’t be a time of isolation.
“Pubs play a critical role in bringing people together under one roof and, with so many low & no beers available, people can still head to their local and socialise, all while choosing moderation if they wish.
“We’re raising a glass to all of our pubs that can be relied upon to keep their doors open and offer a warm welcome to communities up and down the country.”
The campaign will be supported by paid social, influencers and Citymapper, which is a public transport navigation app, to help people find their way to the nearest pub participating.
To claim a pint of Lucky Saint alcohol-free Unfiltered Lager, participating pubs can be found on the ‘Tap Map’.
