Booking Holdings Partners with Athletic Brewing for Mindful Drinking Campaign
- Athletic Brewing's "Athletic January" campaign promotes mindful drinking and celebrates everyday moments with non-alcoholic brews.
- The partnership with OpenTable facilitates finding non-alcoholic options at bars and restaurants across the U.S. and Canada.
- Athletic Brewing holds a 36% market share in non-alcoholic beer, emphasizing community and inclusivity in social experiences.
Athletic Brewing Launches Campaign to Promote Mindful Drinking
Athletic Brewing Company, the largest dedicated non-alcoholic brewer in the United States, launches its "Athletic January" campaign, aimed at promoting moderation and mindfulness during the New Year. This initiative encourages beer enthusiasts to reconsider their drinking habits, transforming January from a month often associated with restrictions into one filled with possibilities. Chief Marketing Officer Andrew Katz highlights the campaign's objective of inspiring consumers to celebrate everyday moments with Athletic's award-winning non-alcoholic brews, emphasizing that moderation can lead to enriching experiences throughout the year.
In partnership with OpenTable, Athletic Brewing enhances its campaign by introducing a tool that helps diners locate non-alcoholic options available at bars and restaurants across the U.S. and Canada. This collaboration comes in response to recent research indicating that 78% of Americans view dining out as a crucial way to foster social connections. By providing an interactive map, Athletic Brewing aims to improve the dining experience for consumers who prefer non-alcoholic beverages, allowing them to discover venues that serve its popular products. This initiative not only expands Athletic's reach but also promotes a more inclusive atmosphere for all customers.
To further incentivize non-alcoholic consumption, Athletic Brewing is amplifying its Ask For Athletic program, offering a $5 rebate on its non-alcoholic brews for customers aged 21 and over from January 1 to February 9 at participating retailers. As the leading non-alcoholic beer brand in America, boasting a 36% market share in the on-premise non-alcoholic beer segment, Athletic Brewing's top-selling products—Run Wild IPA, Upside Dawn Golden, and Free Wave Hazy IPA—account for four out of five craft non-alcoholic beers served in bars and restaurants. This campaign not only aims to foster community and connection during the typically slow month of January but also positions Athletic Brewing as a driving force in the evolving landscape of non-alcoholic beverage consumption.
Additionally, the Athletic January campaign reflects a broader trend within the beverage industry, where moderation and health-conscious choices are increasingly prioritized by consumers. With the growing demand for non-alcoholic options, Athletic Brewing's initiatives resonate with a shifting mindset among drinkers who seek balance and inclusivity in their social experiences. The brand's ongoing efforts to redefine the narrative surrounding non-alcoholic beverages highlight its commitment to innovation and customer engagement, reinforcing its position at the forefront of this emerging market.