Low-alcohol lager brand unveils ad campaign featuring beer-drinking nuns

UK beer brand Lucky Saint has unveiled a new advertising campaign featuring nuns drinking bottles of lager accompanied by a reference to a passage in the bible.

The beer brand, which launched towards the end of last year, has unveiled a new advertising and marketing campaign featuring black and white images of nuns shot by British photographer, Rankin.

Produced in partnership with creative agency Karmarama, the images feature nuns holding a bottle of Lucky Saint beer, above a reference to a bible passage, specifically 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.”

While the brand is British, the unfiltered, 0.5% ABV lager is independently brewed in Germany. The beer contains 53 calories per bottle and combines Pilsner malt with Hallertau hops in a “tailored brewing process” which concentrates on retaining the flavour and character of the beer.

The campaign will be featured on posters across London and the beer itself is available through the brand’s website and at selected bars and restaurants in London including Honest Burgers, The Berkeley Hotel and The Star in Bethnal Green.

Lucky Saint founder, Luke Boase said: “We feel very lucky to work with Karmarama and Rankin for our first ever campaign. They share our vision that we should all be able to enjoy a great quality beer, whether drinking alcohol or not”.