‘Fresh consistency is the mantra’: Inside Lucky Saint’s plan to drive awareness
A brand on the incline, Lucky Saint’s marketing director credits her time spent at Coca-Cola as influencing her approach to building brand consistency.
By Molly Innes
The no and low alcoholic drinks sector has been going from strength to strength in the UK. Far from being a Dry January-fuelled reprieve from Christmas excess, this year saw Tesco sell more booze-free beers in June than January.
Four in 10 adults now drink no and low alcohol drinks, with under-45s the core consumers, according to data from Mintel. The market is estimated at £278m and retail sales have more than doubled in the last five years.
