From Heineken to Lagunitas, breweries are getting on board the N/A train. Last summer, Whole Foods announced that the upscale market’s most popular beer wasn’t any of the usual suspects; it was Athletic, a non-alcoholic beer known for its Upside Dawn Golden Ale (yellow can) and Run Wild IPA (blue can).

Started by two guys in Connecticut six years ago, Athletic wanted to target “healthy” drinkers, those who might like the taste of beer but want to stay in shape. Non-alcoholic beer, defined as any beer with less than 0.5 percent alcohol by volume (ABV), is by nature much less caloric. By pouring resources into creating an N/A beer that matches the innovation and flavor of modern craft brewery companies, Athletic has become the face of the N/A movement, going from 800 barrels created in 2018 to 170,000 in 2022.

The wine industry has gotten on board, too, with unfermented wines that are non-alcoholic and traditional wines that have had the alcohol removed. Napa’s Trinchero Estates, for example, makes an alcohol-removed cabernet, a chardonnay and a red blend under its Luminara label.

And with fewer and fewer young people choosing alcohol — drinkers under 35 consumed 10% less alcohol from 2022 to 2023, per Gallup — sipping an N/A beverage has become the trendy thing to do.