This audio is generated automatically. Please let me know if you have any comments.
Diving overview:
- Athletic Brewing Company, the nation’s largest dedicated non-alcoholic beer brewer, is relaunching its “Athletic January” campaign for a second year in celebration of Dry January, according to a press release.
- The campaign encourages drinkers to consider moderation throughout the year and includes a partnership with OpenTable, a restaurant reservations platform, for an interactive map that displays on-premises locations offering Athletic products for the first time.
- The month-long effort also includes a continuation of the “Ask for Athletic” program, which offers consumers of legal drinking age a rebate on a can or draft of an athletic drink at participating retailers across the U.S. from Jan. 1 to Feb. 9.
Dive Insights:
Athletic Brewing is relaunching its “Athletic January” campaign, capitalizing on continued consumer interest in Dry January, a month-long challenge encouraging consumers to quit drinking. Dry January has continued to grow in popularity in recent years, with 30% of Americans participating in the challenge this year, up 36% from the previous year, according to a study by Circana-owned NCSolutions.
The sober curiosity movement is gaining momentum throughout the year, with nearly half of Americans reporting they plan to drink less alcohol this year, a 44% increase since 2023, according to NCSolutions. Athletic Brewing joins other beverage brands looking to make the most of the moment, including sparkling water brand Hopwtr.
“For too long, January has been limited and defined around sacrifice rather than possibility,” Andrew Katz, CMO of Athletic Brewing Company, said in a press release. “In 2026, we are changing the conversation by encouraging drinkers to prioritize presence, explore new experiences, and make moderation a year-round mindset.”
“Athletic January” includes a partnership with OpenTable designed to make mediation more accessible. Through the partnership, throughout January, customers will be able to use OpenTable’s interactive map to find in-store locations in the U.S. and Canada that offer the Athletic. The move could help Athletic reach more soberly curious consumers while supporting its restaurant partners. According to data shared by the brand, 39% of consumers reported that they are more likely to return to a restaurant or bar if it offers a variety of non-alcoholic options.
Athletic is also expanding its “Ask for Athletic” program, which encourages consumers to request its products in new locations. From January 1 to February 9, consumers can receive a $5 rebate on one can of Athletic at participating U.S. retailers. The “Ask Athletic” program is intended to further support on-premise operators, with the brand accounting for 36% of in-store sales of non-alcoholic beer in the United States, according to launch details.
Athletic will also be launching new products at select national retailers in the new year, including its first line extension, Athletic Lite Lime & Salt. Additionally, two cocktail-inspired products modeled after the Moscow Mule and Paloma will be hitting retail shelves for the first time.
Athletic’s latest push comes as the non-alcoholic market is expected to grow to an estimated $5 billion by 2028, with non-alcoholic beer expected to be a key sales driver, according to data from IWSR. At the same time, alcohol consumption continues to decline. From 1997 to 2023, at least 60% of Americans drank alcohol. But by August of this year, that number had fallen to 54%, according to Gallup.
