"At Athletic, we believe a reset doesn't have to mean giving up flavor or fun," said Andrew Katz, chief marketing officer of Athletic, in a statement. "January has historically been marked by what you're giving up instead of what you're gaining. In the spirit of always innovating, we're kicking off 2025 by inspiring drinkers to reimagine what's possible, cherish moments of mindfulness and embrace moderation all year long."
Athletic January campaign invites consumers to rethink their routines while experiencing the bold taste of Athletic's award-winning brews. By harnessing the power of reimagination, consumers can shift their focus to what they reap rather than what they relinquish, inspiring a more enjoyable and fulfilling start to the new year.
To jumpstart Athletic January, the company will conduct a widespread sampling initiative, sharing its brews at hundreds of activations, retail samplings, and community events across North America and the UK. From Jan. 10 to 17, Ask For Athletic Week takes center stage, making it easier than ever to enjoy a great-tasting brew. Consumers who are 21 and older can get a $5 rebate on one 12-ounce can or draft pour of Athletic at retailers across the United States.
Athletic is enhancing its custom moderation tool, Track Record, which allows users to set personalized goals and chart their progress over time. Users can now choose how many dry days they want each month and monitor their momentum in real time.
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