As drinking rates plunge in the U.S., an interactive OpenTable map will help diners find bars and restaurants serving Athletic Brewing Company’s NA drinks
As 2026 approaches and fitness and health goals reset, Athletic Brewing Company is making it easier to find bars and restaurants serving its non-alcoholic beers, kicking off its annual “Athletic January” campaign.
The month-long activation will see the non-alcoholic beer brand team with OpenTable to help diners locate restaurants serving its NA beers via an interactive map on the restaurant reservation and discovery platform.
“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,” OpenTable chief growth officer Robin Chiang said. “Our work with Athletic helps fuel this connection for diners, which may also drive demand for restaurants during a historically slower month like January.”
The partnership is timely. U.S. alcohol consumption has fallen to record lows, according to Gallup, with drinking rates declining fastest among adults ages 18 to 34. At the same time, the global NA beer market is projected to reach $34.97 billion by 2032, growing at a compound annual growth rate of 7.3% from 2025 to 2032, according to Meticulous Research.
The NA leader is also expanding its Ask for Athletic program, where consumers aged 21 and over can receive a $5 rebate on one can or draft pour of Athletic Brewing at participating retailers across the U.S. from Jan. 1 to Feb. 9.
“Since 2018, we’ve witnessed a fundamental shift in how people approach drinking occasions, and it’s reshaping the on-premise experience,” Athletic Brewing co-founder and CEO Bill Shufelt said. “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.”
Athletic Brewing has been an early mover in the category, completing a $50 million equity financing round led by General Atlantic last year. The brand has become the official non-alcoholic beer partner for more than 100 Live Nation venues and major music festivals.
Fans of Athletic Brewing can expect the launch of Athletic Lite Lime & Salt in January at select retailers nationwide. The 40-calorie beer, which has a summery profile, will now be available year-round.
The brand is also expanding into cocktail-inspired offerings with two 70-calorie non-alcoholic brews, Moscow Mule and Paloma, which will debut in four-packs at Target beginning Dec. 28 before rolling out to select retailers nationwide in 2026.
