Forget about tough mornings: on January 13, 2025, Lyon will experience a completely reimagined Dry January thanks to the Dry Barathon, an idea by GOXOA, the alcohol-free craft beer designed for athletes. After a resounding success in Montpellier in 2024, the brand has chosen the capital of the Gauls for the second stop on its festive and responsible tour of France. The concept? A mix of running, bar exploration, and good vibes... but zero alcohol, we promise.
A sporty, fun, and zero-proof concept
Here, no shots or pints gulped down in a sprint: we literally run from bar to bar. A 5 km route through the streets of Lyon will connect three partner establishments — Tire-Toi Une Bûche, Hopper, and La Mécanique des Fluides — where participants will be greeted with entertainment, challenges, and a nice, cold Goxoa. All limited to just 99 people to keep the atmosphere warm and a strong “crew” spirit.
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For just €15, each runner gets three Goxoa beers, a collector's t-shirt, an exclusive race bib, and a few surprise goodies. It’s a way to show that celebration and alcohol don’t have to go hand in hand. “Sports and bars are two places to connect. By linking them, we create bonds and break down stereotypes,” explains Jonathan Dubois, founder of GOXOA.
A national tour that changes the game
The Dry Barathon is spreading all across France to celebrate in a different way. After Paris, Lyon will take over on January 13, followed by Lille, Bordeaux, and Montpellier. Six dates to show that you can have fun, share a collective moment, and discover local bars without downing a drink. It's a new, healthier, freer, and super trendy way to celebrate!