There’s no denying January is synonymous with new goals and intentions, and these often come at the expense of socialising. That impacts one of our greatest institutions: the pub.
The pub is a cornerstone of our national identity. Seventy per cent of Brits see it as central to our sense of community [Lucky Saint], and half of all international tourists to the UK head to the pub when they visit.
For me and the team at Lucky Saint, socialising is as important as any new year’s resolution. We believe the greatest reward of drinking is the social connection.
So this January, we are proclaiming ‘thou shalt go to the pub’ and giving away 100,000 free pints of Lucky Saint in 15 pub groups across the country including Mitchells & Butlers, Greene King and Fuller’s. Our campaign encourages people into the pub in January and looks to ensure the year begins with a healthy dose of socialising.
It’s exciting to see how the landscape of socialising is changing. The rise of alcohol-free options has been one of the most significant shifts in the drinks industry in recent years. Three in four people in the UK are consciously choosing to drink less alcohol, and I expect that to continue this year. It isn’t just a January trend either – it’s a year-round behaviour that people are embracing as part of their drive for healthier lifestyles.
Pubs and venues are uniquely positioned to capitalise on these behaviours. By definition, they are shaping the future of pub culture, its inclusivity, and its relevance for the next generation. With one in three pub visits now alcohol-free [KAM], there’s a real case for venues offering a diverse range of options to attract the broadest audience of drinkers, on the widest range of occasions. This inclusivity doesn’t just benefit customers, it drives growth for the venues themselves.
For alcohol-free brands, pubs and venues are more than just a place to sell drinks, they are a space to build community and loyalty. When someone tries a pint of Lucky Saint on draught in a pub, they are more likely to seek it out in the supermarket or in a bottle shop. It’s a symbiotic relationship that benefits the brand, venues and retailers.
While pubs are a crucial area for the category, the retail sector continues to be vital in supporting the awareness and growth of alcohol-free. The supermarket aisles are often where customers first come across alcohol-free products, and their presentation can make all the difference.
For too long, alcohol-free options have been relegated to the fringes of the BWS aisle. If we want to fully normalise the alcohol-free category, we need to ensure these products feature alongside full-strength, across all occasions to meet demand, whether that’s for summer barbecues, sporting events or festive gatherings.
In 2024, alcohol-free beer accounted for approximately 2% of total beer sales in the UK. With over 15 million UK adults taking part in Dry January this year [Alcohol Change UK], there’s a clear appetite for these products. And it’s not just about January – the four-week Christmas period was the biggest-ever for the alcohol-free beer category. By ensuring the category is supported throughout the year, retailers can make it easier for consumers to discover these products and reap the health benefits.
So this January, thou shalt go to the pub. Not just for the beer, but for the camaraderie, the conversation, and the connection. As the hospitality industry proves its ability to adapt, the pub will continue to be at the heart of socialising for generations to come.
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