Athletic Brewing, a nonalcoholic beer maker, is reimagining the traditional Dry January challenge with its “Athletic January” campaign, aimed at consumers looking to moderate their alcohol consumption in the new year. The brand’s CMO, Andrew Katz, notes that younger consumers, particularly Gen Z and millennials, are increasingly interested in participating in such challenges, making this an opportune time for Athletic Brewing to introduce a fun and engaging campaign to kick off the year.
The “Athletic January” campaign builds on the success of last year’s “Ask for Athletic” campaign and includes a mix of 15- and 30-second spots featuring bartenders, waiters, and retailers recommending Athletic as the go-to choice for nonalcoholic beer. The multimillion-dollar media plan encompasses TV ads, out-of-home placements, streaming audio and podcasts, digital media, and influencer endorsements, providing a comprehensive approach to raising brand awareness.
To combat the stigma surrounding nonalcoholic beer, Athletic Brewing emphasizes its beer’s taste and quality through sampling initiatives at various events and locations. By offering consumers the opportunity to try their products at no risk, the brand aims to simplify the process of choosing nonalcoholic beer and increase its visibility in the market.
The brand’s collaboration with Netflix on limited-edition beers like Marine Odyssey IPA and Geralt’s Gold has helped elevate its profile and engage with a wider audience. Additionally, partnerships with influencers and creators across different industries, from music to lifestyle, have enabled Athletic Brewing to reach a diverse demographic and differentiate itself in the nonalcoholic beer category.
As the market for nonalcoholic beverages continues to grow, with major competitors like Corona and Heineken entering the space, Athletic Brewing sees this as validation of its value proposition. By normalizing nonalcoholic drinking and expanding its reach beyond the traditional wellness community, the brand is poised to capitalize on the increasing interest in no-and-low-alcohol beverages.
Overall, Athletic Brewing’s innovative marketing strategies, commitment to quality, and emphasis on consumer engagement set it apart in the nonalcoholic beer market. With the “Athletic January” campaign and ongoing efforts to collaborate with partners and influencers, the brand is well-positioned to continue its rapid growth and solidify its position as a leader in the industry.