Athletic Brewing Redefines January With OpenTable Partnership and Bold New Brews

MILFORD, Conn. and SAN DIEGO – December 17, 2025 – As consumers increasingly embrace mindful consumption, Athletic Brewing Company is moving to rebrand the new year's traditional period of abstinence. The non-alcoholic brewing giant today announced the relaunch of its "Athletic January" campaign, a strategic initiative aimed at shifting the narrative from sacrifice to social inclusion and year-round moderation.

Anchored by a major partnership with the restaurant reservation platform OpenTable and the launch of several innovative new products, the campaign seeks to normalize non-alcoholic options in social settings. "For too long, January has been defined by limitations, framed around sacrifice rather than possibility," said Andrew Katz, Chief Marketing Officer of Athletic Brewing Company. "In 2026, we're shifting the conversation by encouraging drinkers to prioritize presence, explore new experiences, and make moderation a year-round mindset."

The New Social Lubricant: Making NA Beer Accessible

Central to Athletic Brewing's 2026 strategy is a collaboration with OpenTable designed to solve a common pain point for mindful drinkers: finding non-alcoholic options when dining out. Throughout January, diners in the U.S. and Canada will be able to use an interactive map on the OpenTable platform to discover nearby bars and restaurants that serve Athletic's award-winning brews.

This move directly addresses a significant barrier to the adoption of on-premise NA options. While many venues now stock alcohol-free alternatives, research has shown they are often poorly advertised, leaving consumers unaware of their availability. The OpenTable partnership makes these options visible and easily searchable, integrating them into the dining discovery process.

The collaboration is supported by consumer data from OpenTable, which found that over three-quarters (78%) of Americans view dining out as a way to feel connected with others. By ensuring high-quality NA options are part of that experience, both companies aim to enhance social gatherings.

"Our research shows that consumers are craving social connection no matter the time of year, and for so many, this starts in bars and restaurants," said Robin Chiang, Chief Growth Officer at OpenTable. "Our work with Athletic helps fuel this connection for diners, which may also drive demand for restaurants during a historically slower month like January."

To further incentivize trial, the brewer is also expanding its "Ask For Athletic" program. From January 1 to February 9, 2026, customers can receive a $5 rebate on a can or draft pour of Athletic at participating U.S. retailers, a direct-to-consumer push to drive traffic and encourage on-premise orders.

Dominating the Sober-Curious Wave

This campaign is not just about a month-long wellness trend; it's a calculated move by a market leader to solidify its dominance in a rapidly expanding sector. The non-alcoholic beer market has seen double-digit growth in each of the last five years, and Athletic Brewing has been at the forefront of this surge. The company, founded in 2018, is now America's largest dedicated non-alcoholic brewer and ranks among the top 20 U.S. brewing companies overall.

Athletic's market share is formidable. The company commands a 36% share of all on-premise non-alcoholic beer sales in America. Within the craft segment, its position is even stronger, holding a 52% market share and outselling the next 100 NA craft brands combined. Its core offerings—Run Wild IPA, Upside Dawn Golden, and Free Wave Hazy IPA—account for four out of every five craft NA beers served in bars and restaurants.

"Since 2018, we've witnessed a fundamental shift in how people approach drinking occasions, and it's reshaping the on-premise experience," said Bill Shufelt, Co-Founder & CEO of Athletic Brewing Company. "Bars and restaurants remain the heartbeat of discovery, and Athletic has become an essential part of beverage programs for operators who want to meet modern guest expectations."

Beyond Beer: Innovating for the Modern Palate

Responding to a consumer base that is not only growing but also becoming more sophisticated, Athletic is rolling out a slate of new products designed to broaden its appeal. January will see the retail debut of Athletic Lite Lime & Salt, the brand's first-ever line extension. At just 40 calories, the crisp, citrus-forward brew is positioned to compete in the popular "lite" category and cater to consumers seeking refreshing, sessionable options.

Perhaps more indicative of the market's evolution are two new cocktail-inspired non-alcoholic brews: "Moscow Mule" and "Paloma." These 70-calorie beverages, crafted with select ingredients and designed to be served over ice, mimic the flavor profiles of their alcoholic namesakes. Debuting at Target in late December before a wider 2026 rollout, they represent a push into the burgeoning market for ready-to-drink mocktails and more complex flavor experiences.

These releases are just the start of what the company describes as a robust 2026 innovation calendar, signaling a commitment to continuous product development to maintain its competitive edge and cater to a wide range of palates.

Reshaping the Restaurant and Bar Experience

The impact of Athletic's strategy extends beyond its own bottom line and into the broader hospitality industry. By actively promoting its on-premise availability, the company is providing a tangible solution for bars and restaurants looking to cater to the modern consumer. Industry data underscores the opportunity: over one-third (39%) of consumers report they are more likely to return to an establishment that offers a wide range of NA options, while more than half (57%) say they would stay longer.

For an industry still navigating post-pandemic challenges and looking for ways to increase revenue, these figures present a compelling business case. Offering premium non-alcoholic choices is no longer a niche courtesy but a strategic imperative that can drive loyalty, increase dwell time, and boost sales, especially during traditionally slow periods. The partnership between Athletic and OpenTable is a clear signal that non-alcoholic beverages are becoming a fully integrated and essential component of the modern dining experience.