1. Athletic Brewing promotes non-alcoholic drinking through their January campaign. 2. Collaboration with OpenTable enhances visibility of non-alcoholic beers in restaurants. 3. Athletic controls 36% of the NA beer on-premise market in the U.S. 4. A wide range of NA options increases consumer retention in restaurants. 5. New product launches include Athletic Lite Lime & Salt beer in 2026.
FAQ
Why Bullish?
The partnership with OpenTable could enhance dining engagement, likely boosting reservation activity through BKNG's platform. A historical parallel exists with the increase in reservations following alcohol-free beverage trends in 2020, which benefited restaurants and related services.
How important is it?
The growing trend towards non-alcoholic options in dining is likely to enhance the partnership's relevance, driving more consumers to utilize OpenTable for its offerings. This shift aligns well with increasing consumer demand for healthier beverage choices, making it a noteworthy development for BKNG.
Why Short Term?
In the immediate term, the January campaign's promotional efforts are expected to stimulate restaurant activity, influencing OpenTable's performance within BKNG, potentially elevating stock prices promptly. Similar short-term boosts were observed with past promotional events during off-peak periods.
Athletic Brewing Company Launches "Athletic January" Campaign to Promote Mindful Drinking
PRNewswire – Athletic Brewing Company, recognized as America’s largest dedicated non-alcoholic brewer, has officially relaunched its "Athletic January" campaign. This month-long initiative aims to celebrate moderation and mindfulness as part of a healthier lifestyle, particularly at the start of the new year.
A New Year for Mindful Drinking
Designed for consumers who seek greater balance during January, the Athletic January campaign emphasizes how the brewery's selection of flavorful non-alcoholic beers can enhance social gatherings and everyday moments. According to Andrew Katz, Chief Marketing Officer of Athletic Brewing Company, “For too long, January has been defined by limitations, framed around sacrifice rather than possibility.” This campaign encourages individuals to embrace a mindset of moderation throughout the year.
As individuals reset their routines for 2026, Athletic Brewing is inviting drinkers to not only celebrate small victories but also to shape new habits that promote mindfulness and social connection.
Collaboration with OpenTable
Athletic Brewing is partnering with OpenTable to facilitate the availability of its non-alcoholic brews in bars and restaurants across the U.S. and Canada. This initiative is driven by recent data revealing that 78% of Americans believe dining out fosters social connections. An interactive map on OpenTable will guide consumers to locations that serve Athletic products, making moderation more accessible during the month of January.
Robin Chiang, Chief Growth Officer at OpenTable, stated, “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.” This partnership aims to bolster the demand for restaurants during the traditionally slow month of January.
Expanding the "Ask For Athletic" Program
To further enhance on-premise sales, Athletic Brewing is expanding its popular "Ask For Athletic" program. From January 1 to February 9, customers aged 21 and older can receive a $5 rebate on one can or draft pour of Athletic beer at participating retailers across the U.S. This initiative aligns with Athletic's position as America's leading non-alcoholic beer brand, controlling a 36% share of on-premise NA beer sales.
Bill Shufelt, Co-Founder and CEO of Athletic Brewing Company, added, “Since 2018, we've witnessed a fundamental shift in how people approach drinking occasions, reshaping the on-premise experience.” Notably, 39% of consumers are more likely to return to a venue offering a variety of non-alcoholic options.
New Product Launches for Retail
The company is also responding to a burgeoning demand for innovative flavors in 2026. During January, Athletic Brewing will launch Athletic Lite Lime & Salt, their first-ever line extension and year-round offering. This new brew features a refreshing flavor profile, containing just 40 calories and less than 0.5% ABV per 12-ounce can.
In addition, two cocktail-inspired non-alcoholic offerings—Moscow "Mule" and "Paloma"—will be released in select retail locations. These exciting brews will begin their roll out at Target on December 28, 2025, before expanding to retailers such as Sprouts Farmers Market and Whole Foods in 2026. Each can will feature 70 calories, demonstrating Athletic's commitment to crafting enjoyable NA options.
Athletic Brewing's Impact and Statistics
Founded by Bill Shufelt and John Walker, Athletic Brewing produces over 50 non-alcoholic brews annually, making it the most awarded non-alcoholic brewer in the past decade, with 185 prestigious taste awards. As the top-selling NA craft beer brand in the United States, Athletic commands a remarkable 52% market share, outpacing its competitors significantly.
In supporting sustainability, Athletic Brewing donates up to $2 million each year for the protection and restoration of outdoor spaces through its "Two For The Trails" program, proudly embracing its status as a Certified B Corporation™.