Retailer Majestic to stock low-alcohol beer brand Lucky Saint

Low-alcohol beer brand Lucky Saint has announced its biggest off-trade listing to date with wine retailer Majestic.

The partnership, which launches this month, is the latest milestone in what has been a bumper year for the brand and its flagship 0.5% ABV lager. In January it became the first independent low/no-alcohol lager to be served on draught, with more than 50 pubs and restaurants across London signing up to stock it, and during the Covid-19 lockdown it became the second best-selling lager on Amazon.

As part of the listing with Majestic, Lucky Saint founder Luke Boase will work with in-store staff to host a series of virtual tasting and training sessions across six regions. He will share the story of the brand and talk staff through its brewing process and key ingredients.

The listing comes as consumer interest in low and no-alcohol drinks continues to rise, amid a drive to moderate both alcohol and calorie intake. According to Nielsen, the no/low category saw growth of 33 per cent year-on-year in March 2020.

Luke says: "Majestic is known and respected for the quality of its offering, so we're very excited to be working with them and their highly knowledgeable staff. Launching into Majestic is a huge moment for us; the staff's expertise and passion will be vital to delivering Lucky Saint's story to customers across the UK."

Robert Cooke, Majestic's chief commercial officer, adds: "We're delighted to have the Lucky Saint beers on board at this decisive time for the whole beer movement. There's a real momentum we're seeing from consumers to try low and no-alcohol drinks."

Lucky Saint lager will be available in cases of 12 at Majestic stores with a recommended price of £24.

31 August 2020 - Bethany Whymark