Lucky Saint

Lucky Saint is a dedicated non-alcoholic (NoLo) craft beer brand. Similar to athletic-brewing, Lucky Saint operates without a legacy alcoholic master brand to protect, allowing it to be highly agile in the rapidly expanding 0.0% market.

The brand is noted for executing tactical, lower-cost sports sponsorships to build market share. The rise of independent NoLo brands like Lucky Saint forces legacy alcohol conglomerates to invest heavily in their own 0.0% variants, accepting internal cannibalization as a necessary defensive measure to prevent losing consumers to these new market entrants.