The boss of Lucky Saint said it traded “particularly well” over December, as many drinkers have moderated their alcohol consumption throughout the year and not only for Dry January. Emma Heal, chief executive of the brand, said the brand has benefited from customers choosing to drink beer on more occasions amid the growth of non-alcoholic options. This has seen its cans of Lucky Saint lager included in supermarket meal deal offers as a result. Lucky Saint said December last year was the group’s largest sales month on record amid a steady rise in demand for the brand. “In the UK, the amount of non-alcoholic beer being bought is still significantly below levels elsewhere in Europe,” she said.

Source: The Times February 05, 2024 05:11 UTC