US-based non-alcoholic beer business Athletic Brewing has relaunched its ‘Dry January’ marketing activation in Canada and the US for a second consecutive year.
As part of the initiative, named ‘Athletic January’, the Connecticut-based brewer has renewed its partnership with restaurant reservation app OpenTable, allowing consumers in the two markets to search for venues serving Athletic’s namesake beers via an interactive map. The company is also extending its ‘Ask For Athletic’ on-premise rebate programme, offering a US$5 refund on a single serve of one of its beers between January and early February at participating off-premise operators in both countries.
The alcohol-free specialist is also using the January window to underpin a wider commercial effort that includes the launch of new SKUs. These include Athletic Lite Lime & Salt as a year-round line extension, alongside cocktail-inspired Moscow Mule and Paloma variants (above), which will debut with retail multiple Target on 28 December before expanding to broader US retail next year.
“For too long, January has been defined by limitations, framed around sacrifice rather than possibility,” said CMO Andrew Katz. “In 2026, we’re shifting the conversation by encouraging drinkers to prioritise presence, explore new experiences, and make moderation a year-round mindset.”
Earlier this month, AB InBev’s UK business division opened the group’s second de-alcoholisation unit in Europe to increase the production capacity of its alcohol-free beers.
