Please do not leave this page until complete. This can take a few moments.
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.
The Hartford Business Journal 2025 Charity Event Guide is the annual resource publication highlighting the top charity events in 2025.
Learn moreHartford Business Journal provides the top coverage of news, trends, data, politics and personalities of the area’s business community. Get the news and information you need from the award-winning writers at HBJ. Don’t miss out - subscribe today.
SubscribeDelivering vital marketplace content and context to senior decision-makers throughout Connecticut ...
All Year Long!
The Hartford Business Journal 2025 Charity Event Guide is the annual resource publication highlighting the top charity events in 2025.
Hartford Business Journal provides the top coverage of news, trends, data, politics and personalities of the area’s business community. Get the news and information you need from the award-winning writers at HBJ. Don’t miss out - subscribe today.
Delivering vital marketplace content and context to senior decision-makers throughout Connecticut ...
All Year Long!
In order to use this feature, we need some information from you. You can also login or register for a free account.
By clicking submit you are agreeing to our cookie usage and Privacy Policy
Already have an account? Login
Already have an account? Login
Want to create an account? Register
In order to use this feature, we need some information from you. You can also login or register for a free account.
By clicking submit you are agreeing to our cookie usage and Privacy Policy
Already have an account? Login
Already have an account? Login
Want to create an account? Register
This website uses cookies to ensure you get the best experience on our website. Our privacy policy
To ensure the best experience on our website, articles cannot be read without allowing cookies. Please allow cookies to continue reading. Our privacy policy
0 Comments