Fortunate Saint, the UK’s prime unbiased alcohol-free beer model, opened its personal pub in London in 2023.
However right here’s the factor: The Fortunate Saint is just not an alcohol-free pub. It’s a pub the place drinkers can select from a big selection of alcohol drinks and alcohol-free drinks: making certain there’s one thing for everybody.
“We acquired requested rather a lot, would you open an alcohol-free pub? And the reply was all the time no,” says Kevin Lyster, head of communications, at Fortunate Saint.
“We imagine the best reward of ingesting is the social connection. For me, it’s vital for folks, whether or not ingesting or not, to be below one roof.”
Within the pub, alcohol-free Fortunate Saint is poured into pint glasses like another beer. Buddies can meet collectively for a drink and the selection of beverage turns into irrelevant.
And what’s on the coronary heart of The Fortunate Saint isn’t even the beverage: it’s the social connection.
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A pint of connection
The Fortunate Saint exhibits how alcohol-free drinks can develop into entrance and centre at social events: a legitimate, inclusive selection, fairly than a facet substitute.
For a few years, individuals who don’t need to drink alcohol have felt upset by the selection when going out.
A lot in order that they usually simply don’t trouble: or spend a night sipping on one tepid cup of tea or espresso.
However now, alcohol-free manufacturers are reinvigorating that event and telling alcohol-free drinkers that there’s something on provide for them.
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The alcohol-free class has spent the final couple of a long time transferring from area of interest to mainstream. To this point, the first problem had been engaged on high quality: enhancing alcohol-free brews and convincing customers to provide the class a go.
Success in these areas has propelled the alcohol-free class ahead and made it a mass-market proposition.
For a lot of alcohol-free manufacturers, retail has been the important thing channel for development (that’s in stark distinction to conventional alcohol drink manufacturers, which often depend on the on-trade for trial and visibility).
And lots of entrepreneurs have thought as their goal shopper as a singular particular person who’s in search of a mid-week drink at house.
However Damian McKinney, CEO of alcohol-free firm DioniLife, says that it’s the thought of social connection that’s going to be central to the class transferring ahead.
Having beforehand led premium alcohol beverage firm, Stoli Group, he is aware of how vital social events are to alcohol manufacturers: and, due to this fact, how vital they are going to be to alcohol-free options as effectively.
Alcohol, in any case, as soon as outlined social events like events and celebrations. Immediately, not a lot.
Additionally learn → Constructing one of the best manufacturers in alcohol-free: The subsequent stage of the class’s evolution
One thing what turns into significantly vital for alcohol-free manufacturers is to consider the emotional reference to customers: and the way that connection brings them nearer to others, he says.
“The buyer is genuinely wanting to slot in, and discover an alternative choice to alcohol, and the emotional facet, the persona of the model, is de facto vital,” says McKinney.
DioniLife acquired UK alcohol-free model Mash Gang in 2024, and McKinney says the model’s persona was a part of the attraction.
“We have been interested in Mash Gang not simply due to the liquid, but additionally due to the persona,” he mentioned.
“The phrase ‘gang’, utilized in a constructive manner, says ‘right here we’re altogether’, as was significantly the case throughout COVID. So constructing on that emotional piece is de facto vital.”
Alcohol-free manufacturers have all the time drawn on their well being and wellness positioning. Now, it’s the thought of making communities round their manufacturers that’s more and more vital.
Practical frontiers
However alcohol hasn’t been on the centre of social events for millennia for nothing.
Certainly one of alcohol’s key promoting factors has all the time been its position as a ‘social lubricant’. Decreasing inhibitions, it helps folks develop into extra relaxed and comfy.
For some manufacturers, bringing alcohol-free into the social events means pondering very actually about find out how to change that position of alcohol.
A wave of manufacturers from the US are experimenting with useful components that assist mimic those self same emotions of ease and rest.
For Hiyo, this concept of social connection is integral to its model: adopting the outline of ‘social tonic’.
That’s accompanied by its signature ‘float’: that’s, a proprietary mix of components designed to ship an ‘uplifting sense of calm and readability’.
“We’re not attempting to duplicate alcohol – we’re attempting to duplicate why folks drink alcohol,” George Youmans, co-founder, advised us.
“Most individuals aren’t ingesting for the excitement; they’re ingesting to loosen up, really feel linked, and be current.”
To that finish, the model makes use of ashwagandha to assist cut back stress, L-theanine and lion’s mane help focus and readability, lemon balm and keenness flower to advertise calm. That’s accompanied by ginger, to help digestion.
“Collectively, they create a mild elevate that feels grounding and uplifting… however by no means intoxicating or overwhelming,” mentioned Youmans.
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Alongside the drink comes the partnerships: Hiyo is doubling down on key areas of social connection, such because the music scene. On the finish of 2025, it signed a brand new multi-year partnership with Reside Nation, which sees it develop into obtainable to followers at choose US venues and festivals.
The partnership, which sees Reside Nation make an fairness funding in Hiyo, is among the greatest model strikes for Hiyo because it was based 5 years in the past.
One other key set of social tonics within the US come from innovators in hashish, CBD and THC. Cann additionally positions its THC drinks as a ‘social beverage’ (the drink is available in a wide range of strengths).
So does Brez, a microdosed hashish and useful mushroom social tonic. CBD manufacturers, similar to Journey, additionally see large alternatives within the alcohol-free section.
A drink for any event
It’s true that, in lots of locations, hospitality is struggling: as the autumn of BrewDog this month illustrates solely too effectively. Shoppers are feeling the pinch and could also be much less prone to exit.
However the social event is not only about pubs or bars or eating places. It’s additionally about barbecues, tailgating events, pool events, picnics, quiet catch-ups, or date nights.
If alcohol-free drinks could make themselves the centrepiece of any social event, then gross sales will comply with.
