The start of January marks the beginning of various “New Year, New You” campaigns, and one concept that has gained popularity over the years is Dry January. This challenge encourages individuals to abstain from alcohol for the entire month of January as a way to kickstart a healthier lifestyle. Beverage marketers have capitalized on this trend, promoting both alcoholic and nonalcoholic options to cater to a growing audience of consumers looking to moderate their alcohol consumption.
This year, nonalcoholic beer maker Athletic Brewing is taking a unique approach to Dry January with its “Athletic January” campaign. Unlike traditional Dry January campaigns that focus on abstinence, Athletic Brewing’s campaign emphasizes that there’s “nothing dry about it.” The brand’s research shows that a significant portion of consumers, especially younger demographics like Gen Z and millennials, are interested in reducing or eliminating alcohol consumption. With this in mind, Athletic Brewing aims to bring a sense of fun and joy to the start of the year with its campaign.
The “Athletic January” campaign builds on the success of last year’s “Ask for Athletic” campaign and includes a mix of 15- and 30-second advertisements across various media channels. The brand is investing in a multimillion-dollar media plan that includes TV ads, out-of-home placements, streaming audio and podcasts ads, digital media, and influencer endorsements to increase awareness and reach a broader audience.
To combat the stigma surrounding nonalcoholic beer, Athletic Brewing focuses on providing consumers with a sampling experience to showcase the quality and taste of its brews. The brand’s campaign includes sampling activations at hundreds of events, retail locations, and community gatherings to give consumers a chance to try their products. Additionally, Athletic Brewing is launching an “Ask For Athletic Week” initiative that offers rebates at select locations, making it easier for consumers to give their nonalcoholic beers a try.
In addition to its “Athletic January” campaign, Athletic Brewing has experienced rapid growth since its founding in 2017. The brand has become one of the top 20 U.S. breweries and holds a significant market share in the nonalcoholic beer category. Athletic’s success can be attributed to changing consumer preferences towards low- and no-alcohol beverages, as well as its strategic marketing efforts that resonate with its target audience.
Athletic Brewing has also forged partnerships with popular streaming platform Netflix to create limited-edition beers inspired by original content like the documentary series “Our Oceans” and the fantasy series “The Witcher.” These collaborations not only drive brand awareness but also support the brand’s environmental initiatives, such as the Two For The Trails program that donates a portion of sales to outdoor access initiatives.
Furthermore, Athletic Brewing has engaged with influencers and creators across various industries to diversify its reach and appeal to a broader audience. By partnering with influencers in music, lifestyle, and cooking, the brand aims to connect with consumers beyond the traditional athlete and wellness communities. As competition in the nonalcoholic beer category grows with major players like Corona and Heineken entering the market, Athletic Brewing views this as validation of the category’s potential and its unique value proposition.
Overall, Athletic Brewing’s “Athletic January” campaign and strategic marketing initiatives demonstrate its commitment to providing consumers with high-quality nonalcoholic beer options and promoting a balanced approach to drinking. As more individuals seek healthier alternatives and ways to moderate their alcohol consumption, brands like Athletic Brewing are well-positioned to meet the evolving needs of consumers and drive positive change in the beverage industry.