The beginning of January marks the start of various “New Year, New You” campaigns, with fitness chains, dating apps, health food products, and more jumping on the bandwagon. For years, beverage marketers have capitalized on Dry January, a challenge that urges consumers to abstain from alcohol in the first month of the year, in campaigns for both alcoholic and non-alcoholic brands.
This year, non-alcoholic beer maker Athletic Brewing is putting a new spin on Dry January with an “Athletic January” campaign that promises “there’s nothing dry about it.” The campaign is based on research showing that 64% of consumers are moderating their alcohol intake, with 36% of U.S. drinkers planning to reduce or eliminate alcohol in January.
CMO Andrew Katz explains, “The consumer, especially younger consumers like Gen Z and millennials, are already inclined to participate in some way. At Athletic, we aim to bring some fun and joy to the start of the year.”
“Athletic January” follows last year’s “Ask for Athletic” campaign and includes TV ads, out-of-home placements, streaming audio, digital media, and influencer endorsements. The brand is focusing on reducing the stigma around non-alcoholic beer by offering samples and showcasing their brews as a closer alternative to traditional beers.
To further promote their brand, Athletic has partnered with Netflix for limited-edition collaborations and environmental initiatives. The brand’s growth has been impressive, becoming a top 20 U.S. brewery with a significant market share in the non-alcoholic beer category.
Athletic has also engaged with influencers and creators to broaden their reach beyond the typical athlete and wellness community. The brand sees the competition from major players like Corona and Heineken as validation of the value they bring to the market.
Katz concludes, “We’re not just focused on the sober community – we’re all about playing it your way.”