Alcohol-free beer brand Lucky Saint has opened a pop-up pub in the King’s Cross branch of Waitrose. The activation, to mark Dry January, will run until January 14.

Activity includes sampling, a competition and quiz.

“We’ve seen a significant increase in popularity and demand for the alcohol-free category over the last few years with more consumers looking to moderate their alcohol intake than ever before,” said Waitrose low and no buyer Sarah Holland.

At the end of 2023, Waitrose released its annual Food & Drink Report, in which the supermarket highlighted mindful drinking as an overarching trend.

Since the previous report, Waitrose cited a 23% increase in sales of low/no beer, cider, wines and spirits. As demand grows, the retailer has also introduced dedicated low/no zones into 253 stores.