What's Happening?
Lucky Saint, a leading alcohol-free beer brand in the UK, has promoted Kerttu Inkeroinen to the role of Chief Marketing Officer (CMO). Inkeroinen, who has been with the company for three years, previously served as the marketing and ecommerce director.
Under her leadership, Lucky Saint has expanded its product line beyond its original lager to include an alcohol-free IPA, lemon lager, and Weissbier. The brand has experienced significant growth, with a 58% year-on-year increase, positioning it among the top five low-and-no alcohol brands in the UK. Inkeroinen's new role will involve overseeing brand, ecommerce, and innovation strategies, with a focus on establishing Lucky Saint as a category-defining brand in the alcohol-free beer market.
Why It's Important?
The promotion of Kerttu Inkeroinen to CMO is a strategic move by Lucky Saint to capitalize on the growing demand for alcohol-free beverages. As consumer preferences shift towards healthier lifestyle choices, the alcohol-free beer market is expanding rapidly. Inkeroinen's leadership and innovative marketing strategies have already contributed to Lucky Saint's impressive growth, and her new role is expected to further enhance the brand's market presence. By focusing on category growth rather than just market share, Lucky Saint aims to redefine the alcohol-free beer segment, potentially influencing industry standards and consumer expectations.
What's Next?
Inkeroinen plans to continue driving Lucky Saint's growth through innovative campaigns and product development. The brand's recent 'Thou Shalt Go to the Pub' campaign, which won an award for Best Use of Multiple Channels, highlights its efforts to increase visibility and relevance beyond traditional dry periods like Dry January. Future campaigns are expected to focus on year-round engagement, leveraging seasonal products like the lemon lager to attract consumers during summer months. Inkeroinen's experience and recognition in the marketing field, including her inclusion in Marketing Week's Top 100 most effective marketers, position her well to lead Lucky Saint in achieving its ambitious goals.
Beyond the Headlines
Inkeroinen's appointment as CMO reflects broader trends in the beverage industry, where brands are increasingly prioritizing innovation and consumer engagement to differentiate themselves in competitive markets. Her background with major companies like The Coca-Cola Company and Kimberly-Clark provides her with valuable insights into global marketing strategies, which she can apply to Lucky Saint's growth initiatives. As the alcohol-free category continues to evolve, Lucky Saint's approach may serve as a model for other brands seeking to expand their presence in this burgeoning market.
