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Athletic Brewing Company Launches “Athletic January” Campaign for Dry January
Athletic Brewing Company, known as the largest dedicated nonalcoholic brewer in America, is once again introducing its “Athletic January” campaign in celebration of Dry January. The campaign aims to promote moderation year-round and has partnered with OpenTable to provide an interactive map of on-premise locations serving Athletic products.
As part of the campaign, the “Ask for Athletic” program offers consumers a rebate on Athletic products at participating retailers from January 1 to February 9. This initiative encourages consumers to prioritize moderation and explore new experiences.
Consumer Interest in Dry January
The return of the “Athletic January” campaign aligns with the growing popularity of Dry January, with 30% of Americans participating in the challenge this year, a significant increase from previous years. The sober-curious movement is gaining momentum, with nearly half of Americans planning to reduce their alcohol consumption in 2026.
According to Andrew Katz, CMO of Athletic Brewing Company, the focus of “Athletic January” is to shift the conversation from sacrifice to possibility, encouraging drinkers to embrace moderation as a year-round mindset. The partnership with OpenTable and the expansion of the “Ask for Athletic” program aim to make moderation more accessible to consumers.
Expanding Offerings and Market Growth
In addition to the campaign, Athletic Brewing is set to release new products, including Athletic Lite Lime & Salt and cocktail-inspired offerings. The nonalcoholic market is expected to reach nearly $5 billion by 2028, with nonalcoholic beer driving the majority of volume growth.
As alcohol consumption decreases, the demand for nonalcoholic alternatives like Athletic Brewing’s products continues to rise. By offering a wide range of nonalcoholic options, Athletic is not only catering to the sober-curious consumer but also supporting the growth of on-premise nonalcoholic beer sales in America.