Celebrate Athletic January moderation with Athletic Brewing and OpenTable. Find NA brews at local restaurants and enjoy new flavors like Lite Lime & Salt.
Athletic Brewing Company is transforming the “Dry January” narrative from one of restriction to one of connection. The non-alcoholic craft giant has announced a major partnership with OpenTable to headline its 2026 “Athletic January” campaign.
The collaboration aims to make moderation seamless for diners. Throughout January, OpenTable will feature an interactive map allowing users to find bars and restaurants across the U.S. and Canada that serve Athletic Brewing’s award-winning non-alcoholic (NA) brews.
“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.”
“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.”
Athletic January Moderation: Elevating the On-Premise Experience
The partnership is backed by data showing a massive shift in consumer behavior. According to OpenTable, 78% of Americans view dining out as a vital way to stay connected. Furthermore, nearly 40% of consumers are more likely to return to a venue that offers a diverse range of NA options.
“In 2026, we’re shifting the conversation by encouraging drinkers to prioritize presence and explore new experiences,” said Andrew Katz, Athletic’s chief marketing officer.
Athletic currently dominates the NA craft space, holding a 36% share of on-premise sales. To keep the momentum going, the brand is expanding its “Ask For Athletic” program, offering a $5 rebate on cans or draft pours at participating locations from January 1 through February 9.
“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.”
New Flavors for the New Year
Beyond the Athletic January moderation partnership, Athletic is hitting retail shelves with fresh innovations:
- Athletic Lite Lime & Salt: A crisp, year-round offering at just 40 calories.
- Cocktail-Inspired Brews: Moscow “Mule” and “Paloma” will debut at Target on December 28 before expanding to Whole Foods and Wegmans.
By focusing on “possibility rather than sacrifice,” Athletic Brewing is positioning itself not just as a seasonal alternative but as a year-round staple for the modern social lifestyle.
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