Athletic Brewing Company Relaunches "Athletic January" Campaign, Making Modern Moderation More Accessible

Athletic Brewing Company (BKNG) relaunched its Athletic January campaign on Dec 17, 2025, promoting moderation with on-premise and retail activations.

Rhea-AI Summary

Athletic Brewing Company (BKNG) relaunched its Athletic January campaign on Dec 17, 2025, promoting moderation with on-premise and retail activations.

The brewery partnered with OpenTable to highlight U.S. and Canada locations serving Athletic and expanded its Ask For Athletic rebate (Jan 1–Feb 9) offering a $5 rebate for 21+ customers. Athletic cited a 36% on-premise NA beer share and a 52% U.S. NA craft market share. New retail SKUs debut in January, including Athletic Lite Lime & Salt (40 cal, 8g carbs) and cocktail-inspired Moscow “Mule” and Paloma four-packs (70 cal, 13g carbs) at Target on Dec 28, 2025.

Positive

• 36% on-premise NA beer share in the U.S.
• 52% U.S. NA craft market share (best-selling NA craft beer)
• New year-round SKU Athletic Lite Lime & Salt with 40 calories
• Moscow “Mule” and Paloma four-packs launching at Target on Dec 28, 2025

Negative

• January is described as a historically slower month for restaurants, which may limit on-premise uplift

Argus Dec 17 session

-1.76% close to close Open Argus

Details

News Market Reaction – BKNG

On Dec 17, the day this news came out, BKNG closed 1.76% below the previous close.

Data tracked by StockTitan Argus for the Dec 17 session.

Key Figures

Connection benefit: 78% On-premise NA share: 36% Return likelihood: 39% +5 more

Connection benefit

78%

Americans agreeing dining out helps them feel connected (OpenTable research)

On-premise NA share

36%

Athletic share of on-premise non-alcoholic beer sales in America

Return likelihood

39%

Consumers more likely to return if wide non-alcoholic range offered

Stay longer metric

57%

Consumers who would stay longer with wider non-alcoholic selection

Athletic Lite calories

40 calories

Per 12-oz can of Athletic Lite Lime & Salt

Cocktail-inspired calories

70 calories

Per 12-oz can of Moscow "Mule" and "Paloma" brews

Annual brews

50

Approximate number of non-alcoholic brews Athletic produces annually

NA craft share

52%

Athletic U.S. non-alcoholic craft beer market share

Historical Context

5 past events · Latest: Dec 11

5 events

1. Dec 11

   OpenTable AI integration

   24h Move

   +0.1%

   Maple integrates AI phone reservations with OpenTable for automated restaurant booking.

2. Dec 09

   Hotel platform launch

   24h Move

   +0.3%

   Allegiant launches Allegiant Hotels using Rocket Travel by Agoda for rewards members.

3. Dec 03

   Voice AI integration

   24h Move

   -1.7%

   Loman AI adds full voice AI reservation management via OpenTable integration.

4. Dec 03

   Gig-travel partnership

   24h Move

   -1.7%

   viagogo partners with Booking.com to bundle event tickets with travel services.

5. Dec 01

   Corporate travel tie-up

   24h Move

   -0.5%

   Spotnana integrates directly with Booking.com for access to full global inventory.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

non-alcoholic, on-premise, rebate, market share

4 terms

non-alcoholic medical

"America's largest dedicated non-alcoholic brewer, today announced the return"

Non-alcoholic describes products that contain little to no alcohol, typically less than 0.5% alcohol by volume, making them suitable for those who wish to avoid intoxication or alcohol consumption. For investors, these products are often seen as appealing to a broad audience and can represent growth opportunities in health-conscious or lifestyle-focused markets, much like how caffeine-free beverages attract consumers seeking alternatives.

on-premise technical

"discover on-premise locations proudly serving Athletic"

On-premise refers to software, hardware, or systems that are installed and operated directly within a company's physical location, such as its offices or data centers. Unlike cloud-based solutions that are accessed over the internet, on-premise setups require organizations to manage and maintain their own infrastructure. For investors, understanding on-premise options can indicate a company's investment in its own technology infrastructure and potential cost or security considerations.

rebate financial

"can receive a $5 rebate on one can or draft pour"

A rebate is a partial refund or cash-back payment that a seller, manufacturer, or service provider returns to a buyer after a purchase, often as an incentive to encourage sales or loyalty—think of a store sending you money back after you buy an item. For investors, rebates matter because they change the effective price customers pay, affect a company’s revenue and profit margins, and can signal how aggressively a business is competing for sales or managing costs.

market share financial

"Athletic is the best-selling NA craft beer brand in the U.S., with 52% market share"

Market share is the percentage of total sales or customers that a company has within a specific industry or market. It shows how big or popular a company is compared to its competitors. Knowing a company's market share helps understand its strength and position in the industry.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Non-Alcoholic brewing pioneer teams up with OpenTable; celebrates moderation by bringing people together at bars, restaurants, and dining tables

MILFORD, Conn. and SAN DIEGO, Dec. 17, 2025 /PRNewswire/ -- Athletic Brewing Company, America's largest dedicated non-alcoholic brewer, today 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-alcoholic brews can elevate everyday moments at home, at the table, and everywhere in between.

"For too long, January has been defined by limitations, framed around sacrifice rather than possibility," said Andrew Katz, Chief Marketing Officer of Athletic Brewing Company. "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. With its year-round lineup of award-winning non-alcoholic 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.

Athletic x OpenTable

Recent consumer research from OpenTable shows that more than three-quarters (78%) of Americans agree that dining out is a way to feel connected to others¹. 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-alcoholic brews at bars and restaurants across the U.S. 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. "Our work with Athletic helps fuel this connection for diners, which may also drive demand for restaurants during a historically slower month like January."

Ask For Athletic

To further support on-premise operators, Athletic is expanding its popular Ask For Athletic program. From January 1 to February 9, customers who are 21+ can receive a $5 rebate on one can or draft pour of Athletic at participating retailers across the U.S.*

As America's number one non-alcoholic beer brand², Athletic is shaping the future of NA beer on-premise. Athletic holds a 36% share of on-premise NA beer sales in America, and its top-selling brews — Run Wild IPA, Upside Dawn Golden, and Free Wave Hazy IPA — account for four out of every five craft NA beers served on-premise³.

"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 & CEO of Athletic Brewing Company. "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."

Research underscores that opportunity: Over one-third (39%) of consumers are more likely to return to a restaurant or bar if it offers a wide range of non-alcoholic options⁴, and over half (57%) would stay longer at establishments with a wider NA selection⁵.

New Retail Launches

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. Each 12-oz can contains 40 calories, 8g of carbs, 0g of protein, and 0g of fat, and is less than 0.5% ABV.

Athletic will also bring two cocktail-inspired non-alcoholic brews to retail for the first time. Moscow "Mule" and "Paloma" will debut in four-packs at Target on December 28, 2025, 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. Each 12-oz. can contains 70 calories, 13g of carbs, 0g of protein, and 0g 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.

Founded by Bill Shufelt and John Walker, Athletic produces upwards of 50 NA brews annually and is the most highly awarded non-alcoholic brewer of the past decade, with 185 prestigious taste awards. Athletic is the best-selling NA craft beer brand in the U.S., with 52% market share — outselling the next 100 NA craft brands combined and leading its next closest competitor by 45 share points⁶.

For press inquiries, please contact:
Chris Furnari | press@athleticbrewing.com
Jack Taylor PR | athleticbrewing@jacktaylorpr.com

Additional Assets:
Brand images can be downloaded HERE.

About Athletic Brewing Company

Athletic Brewing Company is America's largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting game-changing NA brews that can be consumed anytime and anywhere. Launched commercially in 2018, Athletic is the number one non-alcoholic beer brand in America⁷ and a top 20 U.S. brewing company⁸. Its award-winning brews are available nationwide at over 75,000 retail locations. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™. Learn more and shop at www.athleticbrewing.com.

Follow Athletic Brewing on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube to stay up-to-date on all things Athletic.

About OpenTable

OpenTable, a global leader in restaurant tech and part of Booking Holdings, Inc. (NASDAQ: BKNG), helps more than 60,000 restaurants worldwide fill 1.9 billion seats a year. OpenTable's world-class technology empowers restaurants to focus on what matters most – their team, their guests, and their bottom line – while enabling diners to discover and book the perfect restaurant for every occasion.

¹ OpenTable 2026 Dining Trends: An online survey was conducted by WALR among 1527 US respondents, with quotas weighted for major cities. Fieldwork took place between September 3-9, 2025. Data has been collected adhering to MRS (Market Research Society) and ESOMAR guidelines to ensure ethical and accurate data collection.
^{2,6, 7} NielsenIQ, Total US xAOC + Liquor Open State + Conv, Latest 13 Wks ending 11/29/2025
^3, Nielsen CGA On-Premise Sales Reporting Total US Latest 52 Wks ending 10/4/2025
^4, CGA by NIQ March 2025 US On-Premise Impact Report
⁵ Beer Institute Survey
⁸ Brewers Association Top 50 U.S. Brewing Companies of 2024

*Offer begins 1/1/26 & ends 2/9/26. Limited quantities available & offer valid only while supplies last. Must be 21+ years of age to participate. Offer valid on purchases made in & by legal residents of the United States and D.C. except MS. Limit ONE (1) rebate per receipt and submission, maximum of ONE (1) rebate during the Offer Period. Subject to full Terms & Conditions at amgpromos.com/ATH8320862W. Message & data rates may apply. Sponsor: Athletic Brewing Company, LLC.

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SOURCE Athletic Brewing Company

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What is Athletic Brewing's Athletic January 2026 campaign and when did it relaunch?

Athletic January relaunched on Dec 17, 2025 as a month-long campaign promoting moderation and on-premise discovery.

How does Athletic Brewing (BKNG) partner with OpenTable for Athletic January?

Athletic partnered with OpenTable to provide an interactive map of U.S. and Canada locations serving Athletic during January.

What is the Ask For Athletic rebate period and who is eligible?

The rebate runs Jan 1–Feb 9, 2026; customers aged 21+ can receive a $5 rebate on one can or draft pour at participating retailers.

Which new Athletic Brewing SKUs launch for retail in January 2026 and their nutrition highlights?

Athletic Lite Lime & Salt debuts in January (12-oz: 40 cal, 8g carbs) and Moscow “Mule” and Paloma four-packs (70 cal, 13g carbs) start at Target on Dec 28, 2025.

What on-premise and overall market share does Athletic Brewing cite in the announcement?

Athletic cited a 36% share of U.S. on-premise NA beer sales and a 52% share of the U.S. NA craft beer market.