# Moderate Drinking Campaigns Athletic Brewing Company's Athletic January Celebrates Mindfulness By Laura McQuarrie | Published 2025-12-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/athletic-january References: [prnewswire](https://www.prnewswire.com/news-releases/athletic-brewing-company-relaunches-athletic-january-campaign-making-modern-moderation-more-accessible-302644381.html) & [bevindustry](https://www.bevindustry.com/articles/97154-athletic-brewing-launches-athletic-january-campaign)  At a time of year when people are starting to line up their New Year's resolutions and consider whether or not they'll participate in [Dry January](https://www.trendhunter.com/trends/anything-but-dry-january), [Athletic Brewing Company](https://www.trendhunter.com/trends/dry-january-party-pack) announced its Athletic January campaign centered on moderation and mindfulness. Athletic January centers on the brewery's lineup of award-winning non-alcoholic brews, which can provide a supportive start to 2026 and inspire new rhythms and routines throughout the year. "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." To make moderation more accessible, Athletic is teaming up with [OpenTable](https://www.trendhunter.com/trends/opentable-and-heineken-usa) to help diners find its non-alcoholic brews at bars and restaurants across the United States and Canada. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 66% | Activity: 65% | Freshness: 59% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Mindful Drinking Movements:** Mindful drinking is gaining traction as more consumers seek balance over traditional abstinence, offering a fresh perspective on alcohol consumption. - **Year-round Moderation:** Promoting moderation throughout the year rather than just during January presents an evolving paradigm in lifestyle and wellness choices. - **Accessible Non-alcoholic Options:** Increasing availability of non-alcoholic beverages in social settings is transforming consumer expectations and diversifying drink menus. ### Sectors Adopting This - **Non-alcoholic Beverage Production:** Non-alcoholic drink producers are leveraging trends towards moderation and mindfulness to capture a burgeoning market segment. - **Restaurant and Bar Partnerships:** Collaborations between breweries and dining establishments enhance consumer access to non-alcoholic options and reshape social drinking experiences. - **Wellness and Lifestyle Advocacy:** The focus on mindful consumption underscores the role of wellness industries in promoting sustainable and balanced lifestyle choices. ## Related on Trend Hunter - [Hop-Infused Sparkling Water Campaigns](https://www.trendhunter.com/trends/hopinfused-sparkling-water.md) - [Timely Non-Alcoholic Beer Launches](https://www.trendhunter.com/trends/stevens-point-brewery.md) - [Approachable Alcohol-Free Brews](https://www.trendhunter.com/trends/alcohol-free-brews.md) - [Alcohol-Free New Year Campaigns](https://www.trendhunter.com/trends/dash-and-dry-january.md) - [Mocktail Advent Calendars](https://www.trendhunter.com/trends/mocktail-advent-calendar.md) - [Alcohol-Free Gin Launches](https://www.trendhunter.com/trends/empress-1908-00-indigo.md) - [Flavorful Cold-Pressed Juices](https://www.trendhunter.com/trends/twisted-alchemy.md) - [Mixologist-Made Hydration Powders](https://www.trendhunter.com/trends/hydration-multiplier-mocktail-edition.md) - [Cheeky January Bread Campaigns](https://www.trendhunter.com/trends/biona-rye-january.md)