Almost 9 million Brits planned an alcohol-free January the year before, but one UK study suggests as many as 81% of those taking part won't make it to the 31st. For Athletic Brewing Co, we turned that into a Dry January story with five tips for staying on track, and reassurance that a slip-up isn't the end of the world. We put the brand's founder, who chairs the Adult Non-Alcoholic Beverage Association, on air across a radio day of interviews, plus TV, talking about alcohol-free craft beer that is fully fermented to less than 0.5% ABV. The campaign secured 10 items of radio and TV coverage reaching 2.1 million, including London Live, BBC Radio Derby, BBC Radio Nottingham and BBC Radio Leicester.
Athletic Brewing Co wanted to make itself the brand of choice for Dry January and show its alcohol-free beer is superior in taste.
The message
Athletic Brewing makes alcohol-free craft beer you can enjoy anytime and anywhere, with no hangovers, using a brewing process that fully ferments its beers to less than 0.5% ABV.
The angle
Almost 9 million Brits planned an alcohol-free January last year, but one UK study suggests as many as 81% of those taking part won't make it to the 31st. Alcohol-free experts shared five tips for staying on track, and reassurance that a slip-up isn't the end of the world.
On air
Athletic Brewing's founder, who chairs the Adult Non-Alcoholic Beverage Association
The result
10 items of coverage reaching 2.1 million, including London Live, BBC Radio Derby, BBC Radio Nottingham, BBC Radio Leicester.
About Dry January
Dry January is a challenge to give up alcohol for the month of January. It is run by the charity Alcohol Change UK and began as an official campaign in 2013 with 4,000 people; more than 200,000 took part in 2025. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Dry January for 2027?
Dry January next runs through January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
