Lucky Saint
Lucky Saint is a UK-based alcohol-free beer company founded in 2018 that brews premium 0.5% ABV lagers and IPAs in Bavaria under German Beer Purity Law standards, selling through DTC e-commerce, UK retail and on-trade venues, TikTok Shop, and an owned pub in Marylebone, London.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lucky Saint does
Lucky Saint is a UK-based alcohol-free beer company founded in October 2018 by Luke Boase and headquartered in London (legal entity: Not Another Beer Co Limited). It produces a 0.5% ABV portfolio — flagship Superior Unfiltered Lager, Superior Hazy IPA, Lemon Lager, and the more recent Lime & Sea Salt Lager — brewed at a partner facility in Bavaria under German Beer Purity Law (Reinheitsgebot) using a six-week conditioning process, vacuum distillation to remove alcohol at reduced temperatures, and unfiltered methods to retain body and flavour. Products are vegan-friendly, sugar-free, and under 80 kcal per 330 ml serving.
The business operates a hybrid distribution model: direct-to-consumer e-commerce at luckysaint.co (UK only) with 10–15% subscription discounts and free delivery over £25; supermarket and off-trade retail; on-trade distribution across thousands of UK pubs, restaurants, and bars on draught since January 2020, including 40% of the UK's Michelin-starred restaurants; an owned pub, The Lucky Saint, in Marylebone, London (opened 2023); and TikTok Shop, where Lucky Saint was the first non-alcoholic beer brand to sell. Ancillary revenue includes branded merchandise (glassware, bar blades, socks, gift cards) and the Lime & Sea Salt functional line with electrolytes.
The company has raised £10 million in Series A funding (January 2023) from Beringea and JamJar Investments — described as the largest investment to date in Europe's alcohol-free beer sector — and is B Corp certified since November 2022. It is positioned as the UK's #1 independent alcohol-free beer brand and #1 rated on Trustpilot, with a stated 75%/70% of Gen Z/Millennials reducing alcohol consumption and a UK no/low-alcohol market projected to reach £800M by 2028 as the underlying tailwind.
Lucky Saint firmographics
Firmographics- Name
- Lucky Saint
- Legal name
- Not Another Beer Co Limited
- Website
- https://luckysaint.co
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lucky Saint is a UK-based alcohol-free beer company founded in 2018 that brews premium 0.5% ABV lagers and IPAs in Bavaria under German Beer Purity Law standards, selling through DTC e-commerce, UK retail and on-trade venues, TikTok Shop, and an owned pub in Marylebone, London.
- Ownership category
- akta.pro rank
Lucky Saint industry classification
Industry- Product category
- Non-Alcoholic Beer
- NAICS
- Breweries (312120), Beverage Manufacturing (3121)
- SIC
- Malt Beverages (2082), Beverages (2080)
- akta.pro primary industry
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
Keywords
Where Lucky Saint is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Lucky Saint business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Lucky Saint sells directly to consumers via its e-commerce website (luckysaint.co) offering subscription plans with 10-15% discounts, one-time purchases, and mixed pack bundles. Revenue is generated through product sales with free delivery over £25.
- Retail and On-Trade Sales: Lucky Saint products are sold through retail outlets (supermarkets, wine shops) and on-trade venues (pubs, bars, restaurants). Products are available in thousands of venues across the UK.
- Owned Pub (The Lucky Saint): Lucky Saint operates its own pub, The Lucky Saint, in Marylebone, London, generating revenue from food and beverage sales including both alcohol-free and alcoholic drinks.
- Functional Beverage Launch: Lucky Saint expanded into functional beverages with its Lime & Sea Salt Lager containing electrolytes, positioning the brand in the growing functional drinks market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unfiltered Lager Cans - from £1.59/can |
| Unit Pricing | Pay-as-you-go | Hazy IPA Cans - from £1.59/can |
| Unit Pricing | Pay-as-you-go | Lemon Lager Cans - from £1.83/can |
| Unit Pricing | Pay-as-you-go | Lime & Sea Salt Lager Cans - from £2.00/can |
| Subscription | Monthly | Subscription Plans - 10-15% discount |
| Unit Pricing | Pay-as-you-go | Unfiltered Lager Bottles 300ml - from £1.62/bottle |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels13 records
Lucky Saint product offering
Product offeringCore offering
Lucky Saint manufactures and sells premium alcohol-free beer (0.5% ABV) brewed in Bavaria using German Reinheitsgebot purity laws with only four natural ingredients. The portfolio includes an unfiltered lager, hazy IPA, lemon lager, and a functional lime and sea salt lager with electrolytes, sold direct-to-consumer via e-commerce and subscription, through retail and on-trade venues, and at the company's own pub in Marylebone, London.
Product overview
Lucky Saint is a UK-based alcohol-free beer company offering a portfolio of premium 0.5% ABV beers brewed using German Reinheitsgebot purity laws. The core product range consists of Superior Unfiltered Lager (the flagship Pilsner-style lager), Superior Hazy IPA (UK-brewed with New World hops), Lemon Lager (lager infused with real lemon juice), and Lime & Sea Salt Lager (a functional variant with electrolytes for hydration). Products are sold in cans and/or bottles, with a subscription/delivery service for direct-to-consumer orders. The company also operates The Lucky Saint pub in Marylebone, London, and sells branded merchandise including glassware, bar blades, socks, and gift cards. Lucky Saint's products are vegan-friendly and B Corp certified.
Differentiator
Problem solved
Functional benefit
Products and services
- Superior Unfiltered Lager Flagship 0.5% ABV unfiltered lager brewed in Bavaria under German Reinheitsgebot purity laws with only four natural ingredients; sugar-free, under 80 kcal per 330ml can.
- Superior Hazy IPA 0.5% ABV hazy IPA brewed in the UK with Pale Malts, New World Hops including Citra, Mosaic, and Simcoe, plus wheat and oats; tropical fruit, citrus, and pine notes; under 59 kcal per 330ml can.
- Lemon Lager
Quantifiable outcome
- 100% rise in sales predicted following Series A funding and expansion plans
- +5 more outcomes
Companies that use Lucky Saint
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Lucky Saint technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Lucky Saint partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- TikTok ShopcoreLucky Saint became the first non-alcoholic beer brand to sell on TikTok Shop, establishing a new direct-to-consumer sales channel for its Lime & Sea Salt Lager launch.
- AJ Bell Great Manchester RuncoreLucky Saint is the Official Beer Partner of the AJ Bell Great Manchester Run 2026. The partnership includes free pints at partner venues for race participants, branded afterparty at The Lawn Club, and Strava challenge with 125,000 participants.
- BederminorLucky Saint partnered with mental health awareness and suicide prevention charity Beder for Mental Health Awareness Week 2022. Lucky Saint donates to Beder on behalf of its customers to support their essential work. Lucky Saint founder Luke Boase contributed to Beder's cookbook 'Eat with Beder'.
- Mental Health First Aid EnglandcoreLucky Saint partnered with Mental Health First Aid England to train hundreds of colleagues in the hospitality and retail industries as mental health first aiders. Harry Corin, Lucky Saint's Mental Health Champion and accredited MHFA England practitioner, led training courses.
- ASCNDminorLucky Saint partnered with ASCND for Mental Health Awareness Week 2022, training ASCND's ride leaders and cycling community members as mental health first aiders. The partnership contributes to MHFA England's goal of training 10% of the UK workforce with mental health first aid skills.
- Alcohol Change UKcoreLucky Saint is the Official Beer of Dry January in partnership with Alcohol Change UK - the charity behind this cultural phenomenon. This partnership has run for five consecutive years (2022-2026). The partnership supports social occasions throughout January, enabling people to stay social while reducing alcohol consumption.
- Honest BurgersminorHonest Burgers was Lucky Saint's first on-trade listing. The brand has grown from a humble Brixton restaurant to a 30+ site better burger powerhouse, serving Lucky Saint across its locations.
Scale indicators11 records
Recent moves8 records
Expansion highlights7 records
Lucky Saint competitors and assessment
Company assessmentDirect peers
- Big Drop Brewing Co. UK-based craft brewery dedicated exclusively to alcohol-free beer with comparable products (lager, IPA) and on-trade distribution, making it one of Lucky Saint's closest direct UK competitors.
- Nirvana Brewery: UK craft brewery producing a dedicated alcohol-free range of lagers, IPAs, and stouts, competing head-to-head with Lucky Saint on the same UK retail shelves and on-trade accounts.
- BrewDog (Alcohol-Free Range): UK-headquartered craft brewer with an alcohol-free range, sharing the same UK craft credibility positioning, on-trade listings, and supermarket channel as Lucky Saint.
- Athletic Brewing Company: The leading US independent craft alcohol-free beer brewer with a portfolio of lagers, IPAs, and run-club community programmes—directly comparable to Lucky Saint on product, target consumer (mindful/fitness drinkers), and run-club-led growth model.
Broad incumbents
- Heineken 0.0: Heineken's mainstream 0.0% lager is the global category volume leader; a broad incumbent with overlapping alcohol-free lager SKUs distributed across the same UK on-trade and retail channels that Lucky Saint depends on.
- Beck's Blue: AB InBev's mainstream non-alcoholic lager with broad UK supermarket and on-trade distribution—competes with Lucky Saint on price-tier shelf space and pub draught lines.
- Clausthaler: Long-standing German alcohol-free beer brand owned by Radeberger, sharing Lucky Saint's German brewing heritage and premium positioning; overlapping on retail and on-trade listings across Europe.
- Erdinger Alkoholfrei: Established German wheat beer brand with a dedicated non-alcoholic variant, sharing Lucky Saint's German brewing region and offering comparable on-trade draught availability across European markets.
Emerging players
- Partake Brewing: Canadian craft non-alcoholic brewery focused on lagers and IPAs at premium positioning with an early DTC and retail footprint—an emerging player with directly comparable product and mindful-drinker target consumer.
- Wellbeing Brewing Company: US craft non-alcoholic brewery offering lagers and IPAs for sober-curious consumers, comparable to Lucky Saint on premium positioning, target persona, and mission-driven (B Corp-adjacent) brand identity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Lucky Saint social profiles
Digital presenceLucky Saint compliance and trust
Trust signalCompliance2 records
Lucky Saint financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lucky Saint leadership team
Management profileNumber of profiles
Profiles3 records
Lucky Saint funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lucky Saint M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lucky Saint
What does Lucky Saint do?
Lucky Saint manufactures and sells premium alcohol-free beer (0.5% ABV) brewed in Bavaria using German Reinheitsgebot purity laws with only four natural ingredients. The portfolio includes an unfiltered lager, hazy IPA, lemon lager, and a functional lime and sea salt lager with electrolytes, sold direct-to-consumer via e-commerce and subscription, through retail and on-trade venues, and at the company's own pub in Marylebone, London.
Is Lucky Saint a public or private company?
Lucky Saint is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lucky Saint founded?
Lucky Saint was founded in 2018. It employs 11 to 50 people.
Where is Lucky Saint based?
Lucky Saint is headquartered in London, United Kingdom, in the Europe region.
How does Lucky Saint make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail and On-Trade Sales, owned Pub (The Lucky Saint) and functional Beverage Launch.
Who are Lucky Saint's main competitors?
Direct peers on record are Big Drop Brewing Co., Nirvana Brewery, BrewDog (Alcohol-Free Range) and Athletic Brewing Company. Broad incumbents are Heineken 0.0, Beck's Blue, Clausthaler and Erdinger Alkoholfrei. Emerging players are Partake Brewing and Wellbeing Brewing Company.
Does Lucky Saint have an API?
No public API is recorded for Lucky Saint.
What industry is Lucky Saint in?
Lucky Saint's product category is Non-Alcoholic Beer. Its primary akta.pro industry code is CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.). Its NAICS code is 312120 and its SIC code is 2082.