America’s largest alcohol-free brewery, is kicking off its “Give Dry a Try” campaign this January by launching its popular Run Wild IPA on draught at select pubs throughout the UK for a limited time. 

The alcohol-free brewery, which owns and operates what is believed to be the largest dedicated alcohol-free brewery in the world, is encouraging drinkers to “Give Dry a Try” while also supporting local publicans.

Nearly 9 million Britons took part in an alcohol-free January in 2023¹, and Athletic Brewing wants those who are choosing to moderate consumption in 2024 to catch up with friends over an Athletic brew at their favourite local pubs.

“This January, it doesn’t have to be all or nothing,” said Athletic Brewing co-founder and CEO Bill Shufelt. “Whether you’re planning to Give Dry a Try for the entire month, or even just for a few days, we want drinkers to continue supporting their local pubs. That’s why we’ve launched our alcohol-free brews on draught for a limited time, so you can still enjoy the experience of drinking a pint without having to compromise on taste or quality.”

For many, January has become a month of moderation and a chance to reevaluate their lifestyle choices.

Athletic, which recently secured listings with two of the largest UK pub operators and has steadily expanded the availability of its canned offerings with key UK retail partners over the last year, is determined to show UK beer drinkers that they can still visit the pub whilst taking a break from their favourite tipple. 

“Your focus in January doesn’t have to be about giving something up,” added Shufelt. “In fact, it’s the perfect opportunity to recognise that getting together for a drink is about socialisation and not alcohol. You can still reexamine your priorities without sacrificing taste or experience thanks to our award-winning brews.”