Athletic Brewing Tops U.S. NA Beer Market, Fuels Dry January Surge

Athletic Brewing has solidified its role as the leading force in U.S. nonalcoholic beer, landing the No. 1 spot among NA brewers and ranking eighth on the list of Top 50 Craft Brewing Companies. The San Diego-based brewer posted some of its biggest recent sales during Dry January, bucking an overall slump in the craft beer sector and turning January into a major seasonal revenue window.

The company’s rise rests on distribution growth, on-premise placement, and new product innovation. Athletic expanded its draft and retail reach through partnerships, including an integration with OpenTable that helps diners locate Athletic on menus. Last year Athletic bought the former Ballast Point facility in Miramar, a plant with 750,000-barrel batch capacity, while keeping a Miramar location and establishing a new West Coast headquarters. Those moves boost brewing scale and signal a long-term bet on year-round NA demand rather than a single-month spike.

Nonalcoholic beer still accounts for roughly 2 percent of the total U.S. beer market, but Athletic has amplified that slice by targeting moderation-minded consumers. CEO Bill Shufelt has framed Dry January as evolving into broader seasonal moderation, with Athletic aiming to convert those trial behaviors into lasting habits. To broaden appeal beyond traditional near-beer drinkers, Athletic has rolled out cocktail-inspired NA brews such as Paloma, Moscow Mule, and Kir Royale, positioning zero-proof pours as sessionable, flavorful alternatives in both bottles and on draft.

For taproom operators, bar managers, and retail sellers, Athletic’s momentum has practical implications. Stocking Athletic helps capture diners seeking nonalcoholic options during January and throughout the year. Athletic’s OpenTable visibility makes menu placement more valuable; add Athletic to your taplist and menu descriptions to reach moderation-minded guests. For brewers and brewpubs, the cocktail-inspired lineup is a reminder to experiment with citrus, botanical, and mixer-driven NA recipes to attract consumers who want complexity without alcohol.

Homebrewers and local breweries can take a page from Athletic’s playbook by promoting zero-proof pairings, offering growler fills and flights that include NA pours, and partnering with local restaurants to increase on-premise exposure. The Miramar capacity expansion also signals that larger brewers are willing to invest heavily in NA production, which could push more innovation and competition in the near term.

Athletic Brewing’s surge shows that Dry January can be more than a calendar gimmick; it can be an on-ramp to ongoing moderation. Expect more seasonal NA releases, deeper on-premise integrations, and competitive moves from other craft brewers as the market responds.