It's the first time that Bordeaux is hosting a 100% alcohol-free barathon. Designed as a festive and relaxed alternative, the Dry Barathon will take place in 5 cities across France. In Bordeaux, the event is set for Thursday, January 22.
The Reinvented Barathon Concept
It’s as simple as it is bold: a 5-kilometer course, featuring three stops at partner bars, where participants take on challenges, enjoy activities, and savor a refreshingly delicious GOXOA — a non-alcoholic craft beer born in the South-West. Each race is limited to 99 participants, to maintain the intimate and community spirit dear to the brand.
In a context where the “no/low alcohol” trend is firmly established, GOXOA wants to show that sport and celebration can go hand in hand. "Sport is also about community, and bars are places to gather. By connecting the...
With two, we break down stereotypes and create real connections », explains Jonathan Dubois, founder of the brand.
A national event from Paris to Bordeaux
After Montpellier in 2024, the Dry Barathon is expanding and will be in 2026 in Paris (January 6 and 7), Lyon (January 13), Lille (January 20), Bordeaux (January 22), and Montpellier (January 29). Registration is set at €15 per person. The ticket price includes three GOXOA beers, a collector's t-shirt, goodies, and a bib.
Last year, the event was a hit: 80% of participants reported discovering new bars and wanting to go back, proof that this event is a must!
The hybrid format also serves as a strong link for local life and partner businesses.“Lite Barathon” for everyone in 39 French cities
To further open up the experience to the general public, GOXOA is partnering this year with Campus Coach, a personalized running training app. Together, they are creating the Lite Barathon, a free, open, and accessible version for all levels, which will offer sessions in 39 cities. Each outing also concludes with a moment of sharing around a complimentary GOXOA at a partner bar.
This inclusive aspect strengthens the original philosophy: to make Dry January an opportunity to connect in a joyful, guilt-free setting.
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Dry January: a movement on the rise
This event is part of a deep evolution in behaviors. According to Public Health France, 9% of French people participated in Dry January in 2024, which is a 35% increase in just two years. Even more striking: 65% of participants sustainably reduce their alcohol consumption after the challenge.
With this new format, GOXOA - already crowned with 15 international awards, including the best non-alcoholic beer in the world - is establishing itself as a prominent figure in a new model of more responsible, modern, and free celebrations.