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 efforts, with a focus on establishing Lucky Saint as a category-defining brand in the alcohol-free beer market.
Why It's Important?
The appointment of Kerttu Inkeroinen as CMO is a strategic move for Lucky Saint as it seeks to expand its influence in the growing alcohol-free beer market. Her leadership is expected to drive the brand's growth and innovation, potentially increasing its market share and consumer base. The alcohol-free segment is gaining popularity, and Lucky Saint's efforts to grow the category itself could lead to broader acceptance and consumption of alcohol-free products. This development is significant for the beverage industry, as it reflects changing consumer preferences towards healthier and non-alcoholic options, which could influence other brands to follow suit.
What's Next?
Inkeroinen plans to continue pushing Lucky Saint's prominence beyond seasonal campaigns like Dry January, aiming for year-round relevance. The brand's summer campaign, which highlights its lemon lager, is part of this strategy to maintain consumer interest throughout the year. Lucky Saint's focus on innovation and category growth suggests potential new product launches and marketing initiatives. The brand's success could prompt competitors to enhance their offerings in the alcohol-free segment, leading to increased competition and innovation within the industry.
Beyond the Headlines
Lucky Saint's approach to marketing, including its 'Thou Shalt Go to the Pub' campaign, highlights a shift in how alcohol-free brands engage with consumers. By promoting social occasions traditionally associated with alcohol consumption, the brand is redefining cultural norms around drinking. This could have long-term implications for societal attitudes towards alcohol and socializing, potentially leading to more inclusive environments for non-drinkers.
