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December 22, 2021

Stratford's Athletic Brewing taps into Dry January trend with nonalcoholic ‘party pack’

Photo | Contributed Athletic Brewing's booze-free "party pack" for Dry January.

Stratford’s Athletic Brewing hopes to tap into the “Dry January” trend with a new party pack of nonalcoholic brews for the New Year, the company announced Tuesday.

The party pack consists of five six-packs of Athletic’s nonalcoholic beers, a “Dry January Party” disposable camera and an Athletic-branded koozie, “which all help to support Athletic Brewing’s message that Dry January can still mean celebration,” the company said in a statement. 

The package is available at Athletic’s website for a base price of $59.99. Beers in the pack include the Run Wild session IPA, Upside Dawn golden ale, All Out dark and Cerveza Atletica, a Mexican-inspired light copper brew. 

 Athletic Brewing Company Co-founder Bill Shufelt said, “We want to help people shift their mindset and make January into less of a sacrifice.”

Nearly a quarter of adults swear off booze annually for “Dry January,” according to Athletic. 

“After indulging over the holidays, it’s no surprise that so many people hit the reset button in January,” Shufelt said. 

The company also hopes to tap into the drinking habits of Millennials, who are actively reducing their alcohol intake according to surveys. Craft nonalcoholic beer sales rose 300% in the past year, and Athletic Brewing leads the market with a 45% share, according to the company.

Athletic produced 40,000 barrels in 2020 and embarked on a major growth plan in 2021, signing a lease over the summer to occupy a 150,000-square-foot Milford property at 75 Cascade Blvd.

Contact Liese Klein at lklein@newhavenbiz.com.
 

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