Lucky Saint, the UK’s top independent alcohol-free brand, opened its own pub in London in 2023.
But here’s the thing: The Lucky Saint is not an alcohol-free pub. It’s a pub where drinkers can choose from a wide selection of alcohol drinks and alcohol-free drinks: ensuring there’s something for everyone.
“We got asked a lot, would you open an alcohol-free pub? And the answer was always no,” says Kevin Lyster, head of communications, at Lucky Saint.
“We believe the greatest reward of drinking is the social connection. For me, it’s important for people, whether drinking or not, to be under one roof.”
In the pub, alcohol-free Lucky Saint is poured into pint glasses like any other beer. Friends can meet together for a drink and the choice of beverage becomes irrelevant.
And what’s at the heart of The Lucky Saint isn’t even the beverage: it’s the social connection.
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A pint of connection
For many years, people who don’t want to drink alcohol have felt disappointed by the choice when going out.
So much so that they often just don’t bother: or spend an evening sipping on one tepid cup of tea or coffee.
But now, alcohol-free brands are reinvigorating that occasion and telling alcohol-free drinkers that there is something on offer for them.
The alcohol-free category has spent the last couple of decades moving from niche to mainstream. The primary challenge has been working on quality: improving alcohol-free brews and convincing consumers to give the category a go.
That’s propelled the alcohol-free category forward and made it a mass-market proposition.
For many alcohol-free brands, retail has been the key channel for growth (that’s in stark contrast to traditional alcohol drink brands, which usually rely on the on-trade for trial and visibility).
And for many marketers, it’s been tempting to think of the target consumer as a singular individual who’s looking for a mid-week drink at home.
But Damian McKinney, CEO of alcohol-free company DioniLife, says that it’s the idea of social connection that’s going to be central to the category moving forward.
Having previously led premium alcohol beverage company, Stoli Group, he knows how important social occasions are to alcohol brands: and, therefore, how important they will be to alcohol-free alternatives as well (Alcohol once defined social occasions like parties and celebrations. Today, not so much).
Something what becomes particularly important for alcohol-free brands is to think about the emotional connection with consumers: and how that connection brings them closer to others, he says.
“The consumer is genuinely looking to fit in, and find an alternative to alcohol, and the emotional side, the personality of the brand, is really important,” says McKinney.
DioniLife acquired UK alcohol-free brand Mash Gang in 2024, and McKinney says the brand’s personality was part of the appeal.
“We were attracted to Mash Gang not just because of the liquid, but also because of the personality,” he said.
“The word ‘gang’, used in a positive way, says ‘here we are altogether’, as was particularly the case during COVID. So building on that emotional piece is really important.”
Alcohol-free brands have always drawn on their health and wellness positioning. Now, it’s the idea of creating communities around their brands that’s increasingly important.
Functional frontiers
But alcohol hasn’t been at the centre of social occasions for millennia for nothing.
One of alcohol’s key selling points has always been its role as a ‘social lubricant’. Reducing inhibitions, it helps people become more relaxed and at ease.
For some brands, bringing alcohol-free into the social occasions means thinking very literally about how to replace that role of alcohol.
A wave of brands from the US are experimenting with functional ingredients that help mimic those same feelings of ease and relaxation.
For Hiyo, this idea of social connection is integral to its brand: adopting the description of ‘social tonic’.
That’s accompanied by its signature ‘float’: that is, a proprietary blend of ingredients designed to deliver an ‘uplifting sense of calm and clarity’.
“We’re not trying to replicate alcohol – we’re trying to replicate why people drink alcohol," George Youmans, co-founder, told us.
“Most people aren’t drinking for the buzz; they’re drinking to relax, feel connected, and be present.”
To that end, the brand uses ashwagandha to help reduce stress, L-theanine and lion’s mane support focus and clarity, lemon balm and passion flower to promote calm. That’s accompanied by ginger, to support digestion.
“Together, they create a gentle lift that feels grounding and uplifting... but never intoxicating or overwhelming,” said Youmans.
Alongside the drink comes the partnerships: Hiyo is doubling down on key areas of social connection, such as the music scene. At the end of 2025, it signed a new multi-year partnership with Live Nation, which sees it become available to fans at select US venues and festivals.
The partnership, which sees Live Nation make an equity investment in Hiyo, is one of the biggest brand moves for Hiyo since it was founded five years ago.
Another key set of social tonics in the US come from innovators in cannabis, CBD and THC. Cann also positions its THC drinks as a ‘social beverage’ (the drink comes in a variety of strengths).
So does Brez, a microdosed cannabis and functional mushroom social tonic. CBD brands, such as Trip, also see huge opportunities in the alcohol-free segment.
A drink for any occasion
It’s true that, in many places, hospitality is struggling: as the fall of BrewDog this month illustrates only too well. Consumers are feeling the pinch and may be less likely to go out.
But the social occasion is not just about pubs or bars or restaurants. It’s also about barbecues, tailgating parties, pool parties, picnics, quiet catch-ups, or date nights.
If alcohol-free drinks can make themselves the centrepiece of any social occasion, then sales will follow.
