Sports are ripe with examples of star athletes coming out because of injury to see their replacement gaining the limelight: Steve Young stepping in for Joe Montana, Tom Brady replacing Drew Bledsoe, and some are willing to put Brock Purdy on that list following injuries to Trey Lance and Jimmy Garoppolo this past football season. With annual sales of $278.8 million for the 52 weeks ending Jan. 1 in total U.S. multi-outlets data from Chicago-based Information Resources Inc. (IRI), non-alcohol beer sales are a fraction of the $44.6 billion U.S. beer market. However, experts note that its presence as substitute for its beer counterparts is helping the category retain consumers as some look to moderate their alcohol consumption.

“Non-alcoholic beer is a substitute when out from its alcoholic counterpart,” says Brian Sudano, managing partner at New York-based Beverage Marketing Corporation (BMC). “Primarily drank by men over 35.”