Athletic Brewing Launches Revival of 'Athletic January' Campaign for Mindful Drinking

Athletic Brewing Company, recognized as America's largest dedicated producer of non-alcoholic beer, has officially announced the return of its celebrated 'Athletic January' campaign. This month-long initiative is designed to promote a lifestyle of moderation and mindfulness, emphasizing the joy of non-alcoholic beverages in social settings and at home. As we enter a new year, Athletic Brewing aims to transform the way customers perceive January, steering the focus from sacrifice to enjoyment and balance.

Campaign Overview

The concept of 'Athletic January' centers on encouraging individuals to appreciate life's smaller victories, reformulate their routines, and adopt moderation as a year-round philosophy. Andrew Katz, the Chief Marketing Officer at Athletic Brewing, highlights this goal: “For too long, January has been defined by limitations.” His vision is clear: making each moment enjoyable without the necessity of alcohol.

Athletic Brewing’s non-alcoholic products are positioned to elevate everyday gatherings. They wish to redefine how we come together, engage in social situations, and create memorable experiences—regardless of whether those occasions involve traditional alcoholic beverages or not.

Collaboration with OpenTable

A key part of this year's campaign is a partnership with OpenTable, the global leader in restaurant technology. Their collaboration presents an opportunity for consumers to find non-alcoholic options effortlessly in bars and restaurants across North America. An interactive map will be accessible on OpenTable to help diners locate establishments offering Athletic's non-alcoholic brews, enhancing social connections in places where people gather most.

“Dining out fosters social connection,” stated Robin Chiang, Chief Growth Officer at OpenTable. This partnership aims to harness that connection, especially during a month when restaurants typically see less traffic.