Athletic Brewing Company, which identifies itself as America's largest dedicated nonalcoholic brewer, has launched its "Athletic January" campaign for the second consecutive year. This year's initiative features a significant new partnership with restaurant reservation platform OpenTable, designed to enhance accessibility to nonalcoholic options for the burgeoning sober-curious movement during Dry January and throughout the year.
"Athletic January" Campaign Aims for Year-Round Moderation
The "Athletic January" campaign coincides with the popular month-long challenge encouraging consumers to abstain from alcohol. However, Athletic Brewing's broader goal is to inspire drinkers to consider moderation as a year-round lifestyle. Andrew Katz, CMO of Athletic Brewing Company, articulated this vision in a press release, stating:
"For too long, January has been defined by limitations, framed around sacrifice rather than possibility. In 2026, we're shifting the conversation by encouraging drinkers to prioritize presence, explore new experiences, and make moderation a year-round mindset."
The campaign's return comes as interest in Dry January continues to surge. According to research from Circana-owned NCSolutions, 30% of Americans participated in the challenge this year, marking a 36% increase from the previous year.
OpenTable Partnership Boosts Nonalcoholic Accessibility
A key element of this year's "Athletic January" is the collaboration with OpenTable. Through this tie-up, diners across the U.S. and Canada can utilize an interactive map on the OpenTable platform to easily locate on-premise establishments that serve Athletic Brewing products. This strategic move aims to connect the brand with a wider audience of sober-curious consumers while simultaneously supporting restaurant partners. Data shared by Athletic Brewing indicates that 39% of consumers are more likely to return to a restaurant or bar if it offers a diverse range of nonalcoholic options.
"Ask for Athletic" Program and New Product Launches
Further enhancing consumer access, Athletic Brewing is expanding its "Ask for Athletic" program. From January 1 to February 9, consumers of legal drinking age can receive a $5 rebate on one can or draft pour of Athletic beer at participating retailers across the U.S. This program is designed to encourage trial and further support on-premise operators, where Athletic Brewing currently holds a 36% share of nonalcoholic beer sales in America.
In addition to these initiatives, Athletic Brewing is set to introduce new products in the new year. This includes "Athletic Lite Lime & Salt," its first line extension, which will be available at select national retailers. The company will also bring two cocktail-inspired nonalcoholic offerings, modeled after the popular Moscow Mule and Paloma, to retail for the first time.
Growing Nonalcoholic Market and Shifting Consumer Habits
Athletic Brewing's latest push aligns with significant shifts in consumer behavior and the rapid growth of the nonalcoholic market. The sober-curious movement is gaining momentum year-round, with nearly half of Americans reporting plans to drink less this year—a 44% increase since 2023, per NCSolutions. The nonalcoholic market is projected to be worth nearly $5 billion by 2028, with nonalcoholic beer serving as the primary volume driver, according to data from IWSR.
This trend is also reflected in broader alcohol consumption patterns. While at least 60% of Americans consumed alcohol between 1997 and 2023, that number has fallen to 54% by August of this year, according to Gallup. Athletic Brewing's comprehensive campaign and strategic partnerships position it to capitalize on these evolving consumer preferences and solidify its leadership in the expanding nonalcoholic beverage sector.
