The drive to get people to visit pubs during the traditionally quiet month of January saw the business offer up to 100,000 free pints of its 0.5% ABV Bavarian-brewed beer across 15 pub companies’ sites.
Statistics from Lucky Saint, which operates an eponymously named pub on Devonshire Street, Marylebone, central London, showed the redemption rate of the campaign at 32%, which outshone the industry benchmark of 9% by 23 percentage points.
More importantly, its research found the incremental spend from every free pint served increased by a whopping £16.
95% would buy again
Not only was January 2025 the biggest dry January for the business, its study unearthed a host of interesting statistics.
Some 95% of customers said it would buy Lucky Saint beer again while 60% were not previously aware their chosen pub served a draught alcohol-free beer.
Also, 85% of people redeeming their voucher for a free pint brought at least one other person with them to the pub, which is likely to have been the catalyst for an uplift on spend.
This was backed up by the finding that two in three of those claiming their free pint bought additional food or drink while at the pub while three in four were not regular visitors to the pub they went to.
Tap Map
The Thou Shalt Go To The Pub initiative led to Lucky Saint being seen more than 200m times, its beers were available in 500 pubs nationally and its ‘Tap Map’ – where anyone could find their nearest pub serving Lucky Saint during the period – was used 219,000 times, resulting in 65% year-on-year increase from January 2024.
Its beers were available at national pubcos including Nicholson’s, Castle Iconic Pubs, MPCo, Fuller’s and Crafted Pubs while, in London, the Lucky Saint pub was joined by Incipio, Mosaic Pub & Dining, Three Cheers Pub Co, JKS Restaurants, Urban Leisure group and Market Taverns Pub Co. Regional pub companies to stock Lucky Saint in dry January included Roxy Ball Room, Laine, Heartwood Inns, Cameron’s and Elite Pubs.
