Whether customers want to start the new year with health in mind or to simply meet up with friends over a beer or two, the pub is the best place to come together.
The alcohol-free beer brand that operates a pub in Marylebone, London, has also relaunched its Thou Shalt Go To The Pub campaign with 100,000 free Lucy Saint beers up for grabs.
The drive takes place until 15 February at more than 1,000 venues across the UK via 31 hospitality partners, including pub groups such as Mitchells & Butlers, Greene King, Fuller’s and Young’s.
“The pub is one of the UK’s greatest institutions,” the alcohol-free beer brewer said. “Pubs have been at the heart of communities for centuries and remain vital as the place for social connection, something we all crave in the darker, quieter months. Indeed, January has often seen the frequency of pub visits drop after the festive period.
“With one pub a day closing in 2025 and pubs fearing for their future, there’s never been a more crucial time for people to turn up at the bar of their favourite pub in January.
Pub is best place
“The benefits of socialising are well established but while it is tempting to stay indoors, the pub is the best place to come together to kick off 2026, whether that’s to do dry January or just grab a pint with a friend.”
Lucky Saint founder Luke Boase added: “Pubs have shaped British culture for generations. It’s where we meet, where we socialise and it is a unique part of who we are as a country. Pubs should be supported and afforded the conditions to thrive.
“We want to help make it a good start to the year for publicans and we hope to do our part to get people into pubs. As we look at resolutions and goals for the year, continuing to stay social is a great one to set.
“People can enjoy pints of Lucky Saint, whether they’re doing dry January, zebra striping or just cutting down to kick off the year.”
Best of both worlds
British Beer & Pub Association (BBPA) CEO Emma McClarkin said the pub has, and always will be, more than just a place to get an alcoholic drink.
“Those who are moderating can have the best of both worlds because they still get to socialise at their local and, with more pubs than ever serving up low & no beers, have plenty of options to choose from,” she continued.
“Brewers have been investing and innovating in low & no beer and, if we’re to provide even more choices, we need the definition of alcohol free to change from 0.05% to 0.5% ABV.”
Lucky Saint has donated £10,000 to partner with the Licensed Trade Charity to help those working in the hospitality industry with practical, emotional and financial support.
Participating pubs in the 100,000 Lucky Saint beers giveaway can be found on the ‘Tap Map’.
More than 17.5m Brits are expected to take part in dry January, according to Alcohol Change UK.
