# Alcohol-Free Party Packs Athletic Brewing's Dry January Party Pack Forgoes Booze But Not Flavor By Laura McQuarrie | Published 2021-12-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dry-january-party-pack References: [businesswire](https://www.businesswire.com/news/home/20211221005174/en) & [athleticbrewing](http://www.athleticbrewing.com)  Non-alcoholic craft brewer Athletic Brewing created a Dry January Party Pack that taps into a cultural phenomenon that nearly a quarter of adults participate in annually. With a growing interest in low- and no-alcohol products, these numbers are only set to grow and in general, January is a month where many people choose to hit the reset button on their health. [Athletic Brewing Company](https://www.trendhunter.com/trends/athletic-january) Co-founder Bill Shufelt says, “We want to help people shift their mindset and make January into less of a sacrifice. The conversation around non-alcoholic beer has changed. It’s no longer about restricting yourself. It’s about rewarding yourself and making better choices.” This curated kit contains five 6-packs of favorite Athletic Brews ([Run Wild](https://www.trendhunter.com/trends/Celebratory-non-alcoholic-beverages), Upside Dawn, [Free Wave](https://www.trendhunter.com/trends/free-af), All Out, and Cerveza Atletica,) plus a limited-edition koozie, a disposable camera and a sticker. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 38% | Activity: 32% | Freshness: 11% - 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 - **Non-alcoholic Beverages:** Athletic Brewing Company's January Party Pack taps into the rising interest in low- and no-alcohol products, creating a new market for non-alcoholic craft beers. - **Dry January:** Athletic Brewing's curated kit and limited-edition koozie provides an opportunity for businesses to create innovative campaigns that support the trend towards annual non-alcoholic celebrations and resolutions. - **Health and Wellness:** As consumers look to reset their health, companies like Athletic Brewing can tap into this growing market with new product offerings and innovative marketing strategies. ### Sectors Adopting This - **Craft Beer:** Athletic Brewery is disrupting the craft beer industry by offering customers a healthier alternative to traditional alcoholic beverages, opening up a new market for the alcoholic beverage industry. - **Party Supplies:** The inclusion of a disposable camera and sticker in Athletic Brewing's party pack offers growth opportunities for the party supplies industry by tapping into the trend of consumers prioritizing in-person experiences over material possessions. - **E-commerce:** Athletic Brewings innovative Dry January Party Pack serves to generate revenue through online sales, demonstrating an opportunity for companies to integrate e-commerce into their business models. ## Related on Trend Hunter - [Non-Alcoholic Craft Beer Kits](https://www.trendhunter.com/trends/non-alcoholic-starter-pack.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/athletic-january.md) - [Dry January Kits](https://www.trendhunter.com/trends/dry-january-survival-kits.md) - [Cocktail-Inspired Non-Alcoholic Beers](https://www.trendhunter.com/trends/cocktail-inspired-brews.md) - [Dry January Kits](https://www.trendhunter.com/trends/sensori.md) - [Mixed-ABV Beer Packs](https://www.trendhunter.com/trends/holiday-detox-pack.md) - [Non-Alcoholic Brew Boxes](https://www.trendhunter.com/trends/special-effects-variety-pack.md) - [Alcohol-Free Beer Packs](https://www.trendhunter.com/trends/special-effects.md) - [Low-Calorie Non-Alcoholic Brews](https://www.trendhunter.com/trends/partake-brewing.md)