Lucky Saint was launched in 2018. It is a British brand, unfiltered lager with an ABV of just 0.5%, which is brewed independently in Germany. At just 53 calories a bottle, the company have focussed on retaining flavour and character, whilst ditching the calories and alcohol.
The brand has just brought out its first ad campaign, working with the agency Karmarama. The ad combines black and white images of nuns (shot by British photographer, Rankin) holding Lucky Saint and the biblical reference from 1 Peter 5:8.
Acting as a sort of tag-line for the brand, the verse states: “Be sober, be vigilant; because your adversary the devil walks about like a roaring lion, seeking whom he may devour.”