How Lucky Saint created the non-alcoholic beer category - Luke Boase, Founder

How do you create a brand in a sub-category where only a handful of major brands operate a product line, from scratch, having never worked in the industry before? Well, Luke Boase did exactly that when he founded Lucky Saint, the worlds first alcohol free only brand. From finding a brewing partner to create an enjoyable alcohol free beer, raising money from investors to almost losing the business during COVID, this episode has it all. Timestamps: 00:00 - Intro

01:23 - Life before Lucky Saint for Luke

06:02 - Coming up with the Lucky Saint idea

08:28 - Creating a new category

09:59 - Why do non-alcoholic only?

11:36 - Convincing breweries to get on board

13:56 - Finding the perfect brewing partner

17:07 - The ones who rejected Lucky Saint

18:33 - The advantages of being a category newcomer

20:27 - When did Luke go all in on Lucky Saint

20:55 - Raising money

24:35 - Starting over with the brand

29:18 - Creating a non alcoholic beer that actually tastes good

31:08 - Being a single beer brand

33:15 - Some of Lucky Saint’s investors

35:29 - Ad execs on the investor team

37:07 - Working with Rankin

40:06 - Naming the brand Lucky Saint

41:35 - How Covid almost wiped them out

47:25 - Creating their own pub “The Lucky Saint”

50:06 - Alcoholic vs non-alcoholic beverages

51:46 - Convincing people to try alcohol free beer

57:21 - The secrets to Lucky Saint’s success