“Our mantra is devil in the detail. Every touchpoint should feel unmistakably Lucky Saint.”

What does it take to redefine a category—Kerttu Inkeroinen Marketing Director at Lucky Saint, shares how the brand built a beer that’s alcohol-free and full of meaning.

We talk about why creative should work 10x harder when media spend is low, how packaging can punch above its weight, and how culture, not process, is the secret to moving fast.

From in-house creatives to “super saint” customer calls, this is a masterclass in building a brand that’s both agile and iconic.

If you enjoyed this episode, check out our chat with Pip & Nut Marketing Director Jacqueline Ellis-Jones on big ideas & tiny details