Athletic Brewing Co., Milford Conn., and San Diego, announced the return of its Athletic January campaign, a month-long celebration of moderation and mindfulness.

Developed for beer lovers approaching January with greater intention and balance, Athletic January showcases how the brewery's great-tasting non-alcohol brews can elevate everyday moments at home, at the table, and everywhere in between, it says.

“For too long, January has been defined by limitations, framed around sacrifice rather than possibility,” said Andrew Katz, chief marketing officer of Athletic Brewing Co., in a statement. “In 2026, we're shifting the conversation by encouraging drinkers to prioritize presence, explore new experiences, and make moderation a year-round mindset.”

As consumers reset for the year ahead, Athletic Brewing is inviting drinkers to celebrate life's little wins and set the tone for 2026 with new rhythms, routines, and resolutions, the company says. With its year-round lineup of award-winning non-alcohol brews — and flavor innovations making their retail debut in January — Athletic is redefining how people gather, connect, and show up for the experiences that matter, it adds.

To make moderation more accessible in the places people love to gather, Athletic is teaming up with OpenTable to help diners easily find its non-alcohol brews at bars and restaurants across the United States and Canada. Throughout January, guests can use an interactive map on OpenTable to discover on-premise locations proudly serving Athletic.

“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, in a statement. “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 support on-premise operators, Athletic is expanding its popular Ask For Athletic program. From Jan. 1 to Feb. 9, customers who are 21 and older can receive a $5 rebate on one can or draft pour of Athletic at participating retailers across the United States.

“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 and CEO of Athletic Brewing Co., in a statement. “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.”

Responding to consumers’ thirst for bold flavors, Athletic has several innovation efforts planned for 2026, showcasing the brewery's commitment to crafting brews for all palates. 

In January, Athletic will debut Athletic Lite Lime & Salt — its first-ever line extension and a new year-round offering — at select nationwide retailers. Light, crisp, and exceptionally refreshing, Athletic Lite Lime & Salt pairs real citrus with a clean salt finish for an easygoing brew that fits any moment, the company says. Each 12-ounce can contains 40 calories, 8 grams of carbs, zero grams of protein, and zero grams of fat, and is less than 0.5% ABV, it notes.

Athletic also will bring two cocktail-inspired non-alcohol brews to retail for the first time. Moscow Mule and Paloma will debut in four-packs at Target on Dec. 28, and expand to select nationwide retailers, including Sprouts Farmers Market, Wegmans, and Whole Foods Market, among others, in 2026. Inspired by their namesake cocktails and crafted with select ingredients, both brews are designed to shine over ice and deliver vibrant flavor, the company says. Each 12-ounce can contains 70 calories, 13 grams of carbs, zero grams of protein, and zero grams of fat, and is less than 0.5% ABV.

These releases mark the beginning of a robust 2026 innovation calendar, including new limited-time offerings, collaboration brews, and special packaging timed to key periods throughout the year, the company notes.