Lucky Saint becomes Portman Group’s first alcohol alternative member

Alcohol industry regulator the Portman Group has welcomed Lucky Saint as an associate member, becoming its first alcohol alternative affiliate.

The associate member category was launched last year to further increase representation across the sector. The new tier allows more flexibility for companies who are keen to engage with and support the work of the Portman Group whilst tailoring the commitment level that is best suited to them.

Associate members receive access to the latest alcohol news, policy summaries, insight into research, rapid 24-hour product advice and free training on the Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks.

The low alcohol beer brand’s entry brings the Portman Group’s overall membership to 21 companies from across the drinks industry – the largest ever. 

Lucky Saint joins Coca-Cola GB and Punch Pubs as associate members, while Suntory Global Spirits, which became an associate member in August last year, has now stepped up to full membership.

The low alcohol beer brand was launched in the UK in 2018 by Luke Boase with a 0.5% unfiltered lager product. It now features on draught in more than 1,250 pubs in the UK and expanded its range to include a 0.5% hazy IPA in January 2024. 

Boase said: “The Portman Group has long championed the growth of alcohol-free options, setting the standard for responsible marketing across our industry as the category continues to grow rapidly.

“We’re incredibly proud to become the first dedicated alcohol-free member of the Portman Group, ensuring that brands like Lucky Saint – and the alcohol-free category as a whole – continue to be represented.

“Together we look forward to working with the Portman Group to help to shape the future of the industry moving forward, showcasing the positive role alcohol-free can play for individuals and the industry.”

Matt Lambert, CEO of the Portman Group, added: “As low and no products continue to grow in popularity it’s more important than ever for our membership to include this representation, and for both categories to work in partnership to market their products responsibly and be leaders in best practice across the drinks industry.”