(Courtesy SweetWater Brewing)

The beer biz never sleeps at American Craft Beer. And here’s just some of what’s been happening in the beer world while you were enjoying the holiday weekend.

Sweetwater 420 Fest Gets Big New Location

The 2026 SweetWater 420 Fest will celebrate its 21st anniversary with a significant venue change, moving to a larger location to accommodate more attendees.

Following stints in Candler Park (for free), Centennial Olympic Park, and most recently Pullman Yards in Kirkwood, SweetWater Brewing’s 420 Fest will be shifting its annual springtime throwdown in 2026 to Shirley Clarke Franklin Park, the city’s largest greenspace.

The greenspace (formerly Westside Park) opened in summer 2021, featuring a web of scenic pathways, communal gathering zones and a playground, and an enormous, 2.4-billion gallon backup water reservoir for the city.

Atlanta’s efforts to fashion the former 137-acre quarry into a public amenity were officially set in motion back in 2006, when the city bought the property from Vulcan Materials Company for about $40 million.

And in 2026 it will be home to the  SweetWater 420 Fest’

Dates: The festival is scheduled for Friday, April 17 and Saturday, April 18, 2026.

New Location: For the first time, the event will be held at Shirley Clarke Franklin Park (formerly Westside Reservoir Park). At 280 acres, it is Atlanta’s largest green space and is connected to the Atlanta Beltline.

Duration: The 2026 event has been shortened to two days, down from the three-day format used in 2025.

Performances: The festival will feature two stages and an expected lineup of up to 20 artists. The full lineup is expected to be released in early 2026.

Sustainability & Experience: Organizers aim to return to the festival’s “roots” in a green space, continuing their partnership with the Waterkeeper Alliance to promote environmental awareness. Attendees can also expect the traditional Artist Market, food trucks, and a variety of SweetWater craft beers.

Words to Drink By

“I’d rather have a bottle in front of me than a frontal lobotomy.” – Tom Waits, American singer-songwriter, composer, actor, and Grammy Award winner

(Courtesy Athletic Brewing)

Athletic Brewing & OpenTable Celebrate Dry January

Athletic Brewing, which bills itself as the largest dedicated nonalcoholic brewer in America, is leaning into Dry January once again, and  bringing back its “Athletic January” campaign as more Americans rethink their relationship with alcohol. Dry January continues to grow in popularity, with 30% of Americans participating this year — a 36% jump from last year, according to research from Circana.

That interest isn’t limited to January, either. The broader sober-curious movement keeps picking up steam, with nearly half of Americans saying they plan to drink less this year, a 44% increase since 2023. Athletic Brewing isn’t alone in spotting the opportunity. Other beverage brands, including sparkling water company Hopwtr, are also positioning themselves for consumers looking to cut back without cutting out social experiences altogether.

“For too long, January has been defined by limitations, framed around sacrifice rather than possibility,” said Andrew Katz, CMO of Athletic Brewing Company. “In 2026, we’re shifting the conversation by encouraging drinkers to prioritize presence, explore new experiences, and make moderation a year-round mindset.”

This year’s “Athletic January” campaign includes a new partnership with OpenTable aimed at making moderation easier when dining out. Throughout January, consumers can use an interactive OpenTable map to find restaurants and bars across the U.S. and Canada that serve Athletic products. The collaboration is designed to connect sober-curious drinkers with more options while also helping restaurants attract repeat visits. According to Athletic, 39% of consumers say they’re more likely to return to a bar or restaurant that offers a strong selection of nonalcoholic beverages.

Athletic is also expanding its “Ask for Athletic” program, which encourages customers to request the brand at new on-premise locations. From Jan. 1 through Feb. 9, consumers can get a $5 rebate on a can or draft pour of Athletic at participating US retailers. The program doubles as support for bars and restaurants, where Athletic currently holds a 36% share of on-premise nonalcoholic beer sales in the US according to the company.

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