Athletic Brewing is bringing back Athletic January, its month long moderation campaign that aims to reframe the new year reset around presence and balance instead of strict restriction. The 2026 edition leans on restaurant partnerships, new releases and financial incentives to make non alcoholic options easier to choose.

Rather than positioning itself as anti alcohol, Athletic is pitching the campaign as a celebration of modern moderation. Company leaders say they want people to:

The brand is using its full lineup of non alcoholic beers plus new seasonal releases that will debut in January to support that story.

A key new piece of Athletic January is a partnership with OpenTable. Throughout the month, diners will be able to:

For Athletic, this moves the campaign beyond grocery shelves and into on premise experiences where most drinking actually happens.

Athletic is also reviving its Ask for Athletic rebate program as part of the January push. That offer will:

On top of that, the campaign puts extra emphasis on on premise placements, with new signage, staff education and co branded promotions at partner locations.

Athletic January reflects a broader shift in how people approach alcohol and the new year reset. Instead of a strict Dry January that many people abandon, Athletic is trying to:

For the growing sober curious and moderation minded crowd, the campaign is a sign that major non alcoholic players are investing real marketing dollars in making those choices feel cool and convenient.