Athletic Brewing and Dry January

Marketing & Digital Innovation

Every January, sales of non alcoholic beer brand Athletic Brewing increase, and the brand prepares marketing activity accordingly.

This year, the brand is partnering with OpenTable, the restaurant reservation platform. As part of the collaboration, the app will show users an interactive map highlighting restaurants, bars, and cafes that serve Athletic beer.

In addition, the brand is offering a full cash refund of up to 5 dollars on the first can or bottle purchased at leading retailers. The main goal is to encourage trial among young consumers who have not yet tasted Athletic before.

Marketing Dive, December 18, 2025 | Read more