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Luke Boase and Emma Heal of Lucky Saint no alcohol beer on pivoting in COVID to avoid losing 70% of




It was a real pleasure to meet Luke and Emma, Founder and MD of alcohol-free beer Lucky Saint on the Wax/On podcast. "We only had three weeks of cash. And then we came out victorious. And we were the second biggest selling lager on Amazon only behind a 24 pack of Fosters. We pivoted the business. We went hard into DTC, and a few months later, we were in 1500 grocery stores," explains Emma of the brand's hectic experience of Lockdown. Along with Founder Luke, the duo talk about how they produce an authentic pilsner without alcohol; how COVID has driven an increase in the so-called moderation trend towards no and low alcohol brands; before surprising us with a £10 off code so we can all try the beer for ourselves. Enjoy!










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