Athletic Brewing Relaunches Athletic January, Expands Non Alcoholic Portfolio Nationwide

Athletic Brewing Company announced on December 17 that it will bring back Athletic January, a month long celebration of moderation and mindfulness that the brand says is designed for beer lovers seeking intention and balance in January and beyond. The campaign will spotlight Athletic Brewing's nonalcoholic brews at home, at the table, and in social settings, supported by a collaboration with OpenTable and an expanded Ask For Athletic rebate program.

"For too long, January has been defined by limitations, framed around sacrifice rather than possibility," said Andrew Katz, Chief Marketing Officer of Athletic Brewing Company. "In 2026, we're shifting the conversation by encouraging drinkers to prioritize presence, explore new experiences, and make moderation a year-round mindset." Athletic will use OpenTable's interactive map throughout January to help diners discover bars and restaurants across the U.S. and Canada that are serving Athletic products.

"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," said 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 partnership gives operators an easier way to signal nonalcoholic options to guests, which can be especially valuable during slower service periods.

From January 1 to February 9 customers 21 and older can claim a five dollar rebate on one can or draft pour of Athletic at participating retailers across the U.S. Athletic also plans new retail releases designed to meet diverse taste preferences. In January Athletic will debut Athletic Lite Lime and Salt, a year round 12 oz can with 40 calories, 8 g of carbs, and less than 0.5 percent ABV. Two cocktail inspired brews, Moscow "Mule" and "Paloma," arrive in four packs at Target on December 28 and will expand to select retailers including Sprouts Farmers Market, Wegmans, and Whole Foods Market in 2026. Each 12 oz can of those brews contains 70 calories, 13 g of carbs, and less than 0.5 percent ABV.

Athletic leads the nonalcoholic craft category with a 52 percent market share and a 36 percent share of on premise NA beer sales, and its top sellers Run Wild IPA, Upside Dawn Golden, and Free Wave Hazy IPA account for four out of every five craft NA beers served on premise. The company brews upwards of 50 nonalcoholic beers annually, operates custom breweries in Connecticut and California, and distributes to over 75,000 retail locations. For more information visit athleticbrewing.com.