As we all countdown the days until 2021, flipping the calendar to a new year cannot come soon enough, but with January comes the annual reminder to pursue a healthy and active lifestyle. That can mean a new gym membership, quitting smoking or following a specific diet – or, for some, it’s participating in Dry January and laying off the booze for the first month of the year.
But giving something up completely isn’t an easy feat, which is why Athletic Brewing Company has come up with the Dry January Survival Pack, a variety pack featuring five different non-alcoholic beers. It might sound a little strange, but non-alcoholic beer has become one of the hottest trends in craft beer, as it’s a way to enjoy it, especially on a social level, without all of the calories and hangovers. According to a Neilsen study, 66 percent of U.S. adults, ages 21-34, are consciously reducing their alcoholic consumption, with almost 69 million Americans going “dry” in January of 2019.
Athletic Brewing is the country’s first brewery dedicated solely to brewing non-alcoholic beers, tapping into a market that surged to $132 million in 2019 and is up 298 percent this year, despite the pandemic. In just its third year of operation, Athletic Brewing has outgrown the 12,000-barrel capacity of its brewery, headquartered in Connecticut, and expanded its capacity by adding 125,000 barrels in its new San Diego facility.
“Athletic Brewing is focused on reminding beer lovers that being dry doesn’t have to be about giving something up and doesn’t have to end in January,” said co-founder Bill Shufelt in a statement. “It’s about living life to the fullest and, above all, living without compromise to the best of your ability each and every day of the year. Athletic Brewing will see a lift in sales from December to January when the rest of the industry’s sales go down. We are taking non-alcoholic beers out of the penalty box, creating new occasions for beer and, more importantly, opening the eyes of drinkers looking to maximize their performance in every facet of life.”
The Dry January Survival Pack will feature five six-packs, of Run Wild IPA, Upside Dawn, Free Wave Double Hop IPA, All Out Stout and Cerveza Atletica, as well as a branded Athletic Brewing glass to make your friends jealous. Available through the brewery’s website for $49.99, which isn’t too much more than a case of beer from your local brewery, each effort is fewer than 90 calories, features all-natural ingredients and contains no alcohol or hangover. And if you want it in time to start Dry January and your resolutions on New Year’s Day, customers must order it by Dec. 20.
Not only will you be doing yourself good but also those around you. Athletic Brewing donates two percent of sales to trail and park cleanups through their “Two for the Trails” program and expects to contribute over $500,000 to that and other charities this year.