• by Teresa Buyikian , Yesterday

Forget Dry January; one non-alcoholic brew is encouraging drinkers to embrace “Athletic January.”

Dedicated non-alcoholic brewer Athletic Brewing Company has brought back its annual Athletic January campaign, which it describes as “a month-long celebration of moderation and mindfulness.”

“For too long, January has been defined by limitations, framed around sacrifice rather than possibility,” says Andrew Katz, CMO of Athletic Brewing Company, in a press release. "In 2026, we're shifting the conversation by encouraging drinkers to prioritize presence, explore new experiences, and make moderation a year-round mindset."

A recent Open Table survey found that “more than three-quarters (78%) of Americans agree that dining out is a way to feel connected to others.” To encourage IRL connection without alcohol, Athletic has created an interactive map on Open Table to help consumers discover on-premise locations that serve Athletic NA beverages during the month of January.

“Our research shows that consumers are craving social connection no matter the time of year and, for so many, this starts in bars and restaurants,” says Robin Chiang, chief growth officer at OpenTable. “Our work with Athletic helps fuel this connection for diners, which may also drive demand for restaurants during a historically slower month like January.”

The brand cites recent studies from BevNet that found over one-third (39%) of consumers are more likely to return to a restaurant or bar if it offers a range of non-alcoholic options, and from the Beer Institute which discovered over half (57%) consumers surveyed would stay longer at establishments that have a wider NA selection.

The NA brewer has also expanded its “Ask For Athletic,” program, which rewards 21+ customers that order an Athletic beverage a $5 rebate on one can or draft pour from participating retailers across the U.S. The program runs from Jan. 1 through Feb. 9.