Athletic Brewing Co., Milford, Conn., and San Diego, is reimagining the January reset with the launch of its latest campaign: Athletic January.

Drawing inspiration from Athletic’s trailblazing co-founder and COO, John Walker, Athletic’s January campaign invites consumers to rethink their routines while experiencing the bold taste of Athletic’s award-winning brews, it notes. By harnessing the power of reimagination, consumers can shift their focus to what they reap rather than what they relinquish, inspiring a more enjoyable and fulfilling start to the new year.

“At Athletic, we believe a reset doesn’t have to mean giving up flavor or fun,” said Andrew Katz, chief marketing officer of Athletic, in a statement. “January has historically been marked by what you’re giving up instead of what you're gaining. In the spirit of always innovating, we're kicking off 2025 by inspiring drinkers to reimagine what's possible, cherish moments of mindfulness and embrace moderation all year long.”

To jumpstart Athletic January, the company will conduct a widespread sampling initiative, sharing its brews at hundreds of activations, retail samplings, and community events across North America and the UK. From Jan. 10 to 17, Ask For Athletic Week takes center stage, making it easier than ever to enjoy a great-tasting brew. Consumers who are 21 and older can get a $5 rebate on one 12-ounce can or draft pour of Athletic at retailers across the United States.

Athletic also is enhancing its custom moderation tool, Track Record, which allows users to set personalized goals and chart their progress over time. Users can now choose how many dry days they want each month and monitor their momentum in real time.

To support the Athletic January campaign and continue driving brand awareness, Athletic is embarking on a multi-million dollar strategic media plan that includes the debut of a new commercial across high-impact television, as well as out-of-home placements in key markets, streaming audio and podcast advertisements, digital media and influencer endorsements.

Launched commercially in 2018, Athletic re-engineered nearly every step of the brewing process and developed a proprietary brewing method to make NA brews that rival full-strength alcohol counterparts.

“Unlike traditional methods that adjust a single part of the process, our approach includes 10-12 changes across all brewing stages,” Walker said. “The result is a finished product with a distinct flavor profile from other NA brews made using a handful of traditional techniques. Our innovative processes, some of which are patent-pending, showcase craftsmanship that is extremely rare and incredibly unique in the NA beer industry.”

Athletic has grown from one of the smallest breweries in America, producing just 875 barrels in 2018, to a top 20 U.S. brewery that sold more than 258,000 barrels in 2023, the company says, citing internal records. With off-premise dollar sales growing by more than 50% year-to-date, Athletic currently holds over 19% market share within the non-alcoholic beer category, based on NielsenIQ data for the calendar year-to-date ending on Nov. 30. The company now boasts three of the Top 10 best-selling NA beers in the country in flagships Run Wild IPA, Upside Dawn Golden, and Free Wave Hazy IPA, according to the Brewers Association’s Top 50 U.S. Brewing Companies report.

“By transforming the quality and marketing of NA brews, we’ve made moderation more accessible and unlocked new occasions for the brewing industry,” said Athletic co-founder and CEO Bill Shufelt in a statement. “From the very beginning, our mission has been to redefine what’s possible and be the best part of our customers’ days. January is the perfect time to show new consumers why Athletic is the most decorated NA brewer and demonstrate how moderation can complement their lives all year long.”