It’s January—that strange time of year when everything feels like a fresh start. The air is filled with talk of resolutions, fitness goals, and cutting back on life’s indulgences. For many, it’s also Dry January, a challenge to ditch alcohol for the month. But this year, Athletic Brewing is rewriting the rules with their “Athletic January” campaign, turning what’s often seen as a month of sacrifice into something fun and exciting.
Since its humble beginnings in 2017, Athletic Brewing has transformed from a niche idea into a leader in the non-alcoholic beer space. They now hold a fifth of the market, a remarkable feat for a brand that started as an underdog. What makes their journey so compelling is their marketing—smart, bold, and deeply connected to what people want.
Let’s unpack their story and see how their approach can inspire brands of all kinds.
The “Athletic January” masterstroke
Athletic Brewing’s “Athletic January” is a very innovative twist on the long-standing Dry January custom. But instead of talking about what people are giving up, they’re celebrating what they’re gaining. Their message is crystal clear: choosing Athletic is about saying yes to balance, enjoyment, and great flavor—not saying no.
This is more than just a clever campaign. It’s a shift in perspective. Athletic is positioning non-alcoholic beer as a desirable option, one that you’d choose simply because it really elevates your experience, not because you have to. Their ads sell the idea that non-alcoholic beer can be just as pleasurable and satisfying as its alcoholic competitors by showing bartenders and servers reaching for Athletic as the preferred choice. The vibe is light, vibrant, and perfect for today’s audiences.
When the competition grows, so do the opportunities
Athletic Brewing isn’t the only player in town anymore. Giants like Heineken and Corona are now offering non-alcoholic beers, and Michelob Ultra Zero is making its debut. For many brands, this kind of competition could be intimidating. But Athletic sees it differently.
They’ve positioned themselves to benefit from the increased visibility of the non-alcoholic category.
When people start exploring this space, Athletic’s strong reputation and broad availability make them hard to miss. Over the years, they’ve worked to ensure their beers are in all the right places—from your local bar to the grocery store aisle—so they’re ready when curiosity strikes. It’s not just about being part of the conversation; it’s about being the first choice.
The magic of sampling and storytelling
Athletic Brewing’s not-so-secret weapon is its commitment to sampling. Rather than wait for consumers to find its product, the company brings the product to them. More than a million samples are handed out annually at festivals, stores, and block parties.
It’s not just about free drinks. Sampling dispels the myth that non-alcoholic beer tastes bland, having consumers experience for themselves the quality of Athletic. That stigma’s gone once they try how great it tastes.
And they don’t stop there. Athletic uses these moments to tell a story. Their advertising also promotes a balanced, enjoyable existence in which choosing a non-alcoholic beer does not equate to forgoing enjoyment. Aside from selling a product, they are offering an option that blends in perfectly with today’s living.
Connecting through culture
Athletic Brewing realizes that today, marketing has to be so much more than just promoting the product; it has to do with integrating into the culture. A recent example might be their collaboration with Netflix. Instead of simply sponsoring a show, they created a limited-edition beer inspired by Netflix’s “Our Oceans” documentary series.
This partnership wasn’t just clever—it was purposeful. Tacked onto the promotion was Athletic’s environmental grant program, which gives a portion of company profits to outdoor and conservation causes. This kind of authenticity creates loyal customers. They’re loyal to the values of Athletic as much as they are to the beer.
Influencers that feel real
In today’s world, influencer marketing is everywhere. But Athletic Brewing’s approach feels refreshingly different. Instead of chasing big names or highly polished campaigns, they’ve partnered with creators who feel relatable and genuine—from country singers to everyday families sharing fun, quirky moments.
This strategy works because it’s authentic. Athletic collaborates with those who believe in their values to create partnerships that feel more like real conversations, not ads. In return, it has earned them the audience’s trust and expanded their reach.
Lessons brands can learn from Athletic Brewing
Athletic Brewing’s success offers valuable lessons for any business looking to make a meaningful impact:
- Reframe the narrative: Don’t just sell a product; sell a story that resonates with your audience. Athletic turned non-alcoholic beer from a compromise into a celebration.
- Go where your audience is: Whether through sampling, influencer partnerships, or cultural collaborations, find ways to connect with your audience in moments that matter.
- Embrace competition: Instead of fearing new entrants, use their presence to your advantage by standing out and offering something unique.
- Stay authentic: Consumers can sense when something feels forced. Focus on genuine partnerships and initiatives that reflect your brand’s values.
- Think beyond the product: Athletic’s environmental and community efforts show that brands can grow while making a positive impact.
Why this matters for all of us
The success of Athletic Brewing stands as proof that strategic, customer-focused marketing works. They proved you can win, even in a crowded, competitive market, if you focus on connection, integrity, and real value.
For entrepreneurs and marketers alike, the takeaway is clear: success isn’t just about having the best product. It’s about building relationships, telling compelling stories, and staying true to your purpose. Athletic Brewing isn’t just changing the game for non-alcoholic beer; they’re setting a new standard for how brands can grow—with heart, purpose, and a whole lot of creativity.
FAQ’s
How does storytelling help in marketing?
Storytelling makes your brand relatable. Athletic Brewing doesn’t just sell beer—they sell a lifestyle. Think about how your product fits into your customers’ lives and share that story.
Why is sampling so powerful?
Letting people try your product removes doubts. Athletic Brewing’s free samples prove their beer’s quality. Offer trials or demos to show people why your product is worth it.
What makes influencer marketing work?
Authenticity is key. Athletic Brewing partners with influencers who genuinely love their brand. Choose people who connect with your product and audience—they’ll make it shine.