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The Drum

Heavenly vision invites converts to embrace alcohol-free beer brand Lucky Saint

Heavenly vision inspires new alcohol-free beer brand Lucky Saint

Newly launched non-alcoholic beer brand Lucky Saint is seeking to convert pub-goers to its charms by preaching the virtues of sobriety to the masses.

Star photographer Rankin has been brought on board for the out of home campaign, created by Karmarama, which features striking black and white photography of a nun supping from a bottle of Lucky Saint Unfiltered Lager.

Reinforcing the religious allegory, posters also quote a biblical verse, specifically 1 Peter 5:8, which refers to the line: “Be Sober, be vigilant; because your adversary the devil, as a roaring lion, walketh about, seeking whom he may devour.”

Lucky Saint founder Luke Boase said: “I wanted to change how the world thought about alcohol-free beer so I shared the idea of an alcohol-free beer worth drinking with some industry folk and they told me I’d be better off making fizzy drinks. Two years, three countries, and six brewers later and Lucky Saint is here.”

The beer, which is independently brewed in Bavaria, is available at London on-trade venues.