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British alcohol-free beer brand Lucky Saint has become the first alcohol alternative company to become a member of the UK’s alcohol industry regulator, The Portman Group.
The ‘low and no’ alcohol category has seen rapid growth in the last decade, with brands such as Lucky Saint providing an appealing alternative for consumers looking to moderate their alcohol consumption.
The Portman Group, formed in 1989, aims to ensure that alcohol is promoted in a socially responsible manner in the UK, to consumers aged 18 and over only, and in a way that does not appeal particularly to those who are vulnerable. It is funded by 21 member and associate member companies, including alcohol giants such as Asahi, Bacardi, Diageo, Pernod Ricard, Heineken and Campari.
Lucky Saint has become one of the regulator’s associate members, a new tier that has been created to allow more flexibility for companies who are keen to engage with and support the work of The Portman Group.
A spokesperson for The Portman Group told FoodBev that producers of low and no alcohol alternative products have similar responsibilities and challenges to alcohol brands when it comes to ensuring products are marketed responsibly.
The promotion of alcohol-free alternatives to beer, spirits and other traditionally alcoholic beverages to consumers under the legal drinking age could increase the likelihood of these consumers drinking the traditional alcohol variants underage, increasing exposure to alcohol drinking culture.
“The Portman Group led the sector in producing the first free guidance for the marketing of all alcohol alternatives, using our extensive regulatory experience of the alcohol sector,” the spokesperson explained. “Our aim is to ensure that low and no producers continue to market responsibly, with no particular appeal to under-18s, and are clearly marketed as alcohol alternatives intended for adult consumers to minimise consumer confusion.”
Luke Boase, founder of Lucky Saint, said: “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.”