Athletic Brewing, a nonalcoholic beer maker, is redefining Dry January with its “Athletic January” campaign this year. The initiative aims to bring fun and joy to the start of the year, with a focus on appealing to consumers who are already considering moderating their alcohol consumption. CMO Andrew Katz highlighted the brand’s efforts to engage younger consumers, particularly Gen Z and millennials, who are increasingly interested in nonalcoholic options.

Building on the success of last year’s “Ask for Athletic” campaign, “Athletic January” includes 15- and 30-second spots featuring bartenders, waiters, and retailers endorsing Athletic as the preferred choice in nonalcoholic beer. The multimillion-dollar media plan encompasses TV ads, out-of-home placements, streaming audio, podcasts, digital media, and influencer partnerships to boost brand awareness across various channels.

To combat the stigma surrounding nonalcoholic beer, Athletic emphasizes its product’s quality through extensive sampling initiatives and community events. The brand’s “Ask For Athletic Week” promotion offers rebates at select locations to encourage consumers to try their brews risk-free. By simplifying the consumer experience and increasing availability, Athletic aims to position itself as the go-to choice for nonalcoholic beer.

Athletic’s recent collaboration with Netflix on the Marine Odyssey IPA reflects its commitment to cultural partnerships and environmental initiatives. The brand’s growth in the nonalcoholic beer category has been driven by shifting consumer preferences and strategic marketing efforts that resonate with its target audience. By aligning with influencers, creators, and popular streaming platforms like Netflix, Athletic seeks to expand its reach and appeal to a broader demographic.

As major competitors like Corona and Heineken enter the nonalcoholic beer market, Athletic views this as validation of the category’s potential. The brand remains focused on normalizing nonalcoholic drinking and positioning itself as a leading player in the industry. Through innovative campaigns, strategic partnerships, and a commitment to quality, Athletic Brewing continues to redefine the landscape of nonalcoholic beverages and appeal to a growing base of health-conscious consumers.