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Low Alcohol Beer Campaign

Lucky Saint “Tasting is believing” campaign by Love or Fear.

Culture Compass
Culture Compass
GenderMale, Female, Others
Age BracketTeens, Young Adults, Grown-ups, Middle aged

Beer lovers hardly believe that low alcohol beer can taste like actual beer. We often see people complaining about the taste or quality of alcohol-free beer. However, Lucky Saint has clearly outdone the odds. The low-alcohol beer brand, Lucky Saint has begun a campaign to change perceptions of non-alcoholic beer- “Tasting is believing.” It will be an absolute charmer campaign for all the beer lovers out there.

Running with the tagline ‘Tasting is believing,’ the campaign features several gorgeous and thirst inducing shots of beer. The work will appear across national OOH sites in 16 cities all over the UK, supported by social, digital, and influencer activity. The campaign focuses on the taste of namesake beer, which is brewed in Bavaria and has an abv of less than 0.5 %. The beer has won plaudits across the industry since launching in October 2018 and will be available on draught around the UK when pubs re-open. LOVE or FEAR, the psychologically-led ad agency has been appointed as lead creative agency for the alcohol-free beer brand, Lucky Saint. Tasting is Believing is running for two weeks from 22nd June to 5th July 2020. Lucky Saint uses only the finest ingredients and best processes available. The recipe combines natural ingredients like Pilsner malt, Hallertau hops and Bavarian spring water.

References – Beerguild

Culture Compass
Lucky Saint has a cult following of people who prefer non alcoholic drinks due to it's authentic taste and no high. Such customer centric and interactive campaigns can surely turn up the sale of the product, increasing the customer base in the second place. Falling into the ‘de-alcoholised’ category of beers between 0.05% – 0.5% ABV, the beer might be of a great help of alcoholics who might be trying to leave alcohol. Further, the increase in orders by 400% clearly, it is clear that customers will be attracted towards a brand's product if the quality is good.


  • Popularity 5.0
  • Inventiveness 6.0
  • Engagement 8.0
  • Human Centricity 4.0

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