• by Teresa Buyikian , December 18, 2024

What’s a beermaker to do during the increasingly popular “Dry January” month of alcoholic abstinence? Maybe not much. But if you’re a non-alcoholic brew, this is the time you’ve been waiting for all year.

Non-alcoholic brewer Athletic Brewing Company has put its own twist on the sober month by renaming it “Athletic January,” and releasing an aptly named consumer marketing effort.

With the “Athletic January: There’s Nothing Dry About It” campaign beginning next month, the brand is “invit(ing) consumers to rethink their routines…[and] shift their focus to what they reap rather than what they relinquish.”

"We believe a reset doesn't have to mean giving up flavor or fun," said Andrew Katz, CMO of Athletic in a release. "January has historically been marked by what you're giving up instead of what you're gaining. We're kicking off 2025 by inspiring drinkers to reimagine what's possible, cherish moments of mindfulness and embrace moderation all year long."

The interest in “Dry January” is peaking among younger drinkers, with CivicScience data showing that “75% of Gen Z adults aged 21-24 are at least ‘somewhat likely’ to participate in Dry January.” Not only are these consumers forgoing alcohol, they’re actively interested in non-alcoholic alternatives. Twenty-four percent of those who thought they “were at least somewhat likely to try Dry January said they were also very interested in non-alcoholic drinks,” per a recent Statista report.

The Athletic January campaign kicks off with consumer events for the non-alcoholic brew at “hundreds of activations” across the U.S. and U.K., comprised of both retail samplings and community athletic events. Beginning Jan. 10, the brand will launch its Ask for Athletic Week promotion, which gives customers a $5 rebate on Athletic Brewing purchases at U.S. retail locations.

The brand has also relaunched its custom drinking moderation tool, “Track Record,” available in the Athletic Brewing app and on the brand’s website. Users are able to set personalized sober goals, as well as select how many dry days they would like to have per month, and track their progress over time.

After the first of the year, the Athletic January effort will be further supported by a new advertising effort, slated to include TV, as well as out-of-home placements in key markets, streaming audio, podcasts, digital media and influencer endorsements. The brand is currently the top selling craft non-alcoholic brand in the U.S., per Nielsen, and is a certified B-Corp, having raised over $2.5 million to support and protect local hiking trails.