There are signs that Americans are falling out of love with beer.

A national agency reporting beer sales are down.

The two leading brewers in the space experienced a combined 17% drop in U.S. market share.

Experts predict beer sales this year will drop to their lowest level in more than two decades.

But there's one kind of beer that's flying off the shelves.

Non-alcoholic beer.

Let's try not alcoholic Guinness together.

I kid you not, this tastes like a real Corona.

Sir Vese I'll let it go like copper.

Ooh yum yum yum I'll give this an eight.

Non-alcoholic beer is the fastest growing category of all beers.

All right, the people have spoken.

Athletic Brewing Company was the number one recommended

to me non-alcoholic beer.

Our colleague Ben Cohen says there's one company that's been fueling this crazy, athletic brewing.

You know, the most interesting number to me is athletic with full alcohol content. And to me that is like, you know,

not only like completely unthinkable,

it's like almost inconceivable,

like how is it the number one beer

at Whole Foods market is a non-alcoholic beer? The answer to that question involves one man creating a market for a product Americans didn't know they wanted.

Welcome to the journal, our show about money, business and power.

I'm Kate Lionbois.

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