Historically, non-alcoholic beers have generally been unpopular, usually because they don’t taste all that great, or for lack of buzz.

But millennials and older Gen Zs are changing the perception and expectations of non-alcoholic beer, thanks in part to a growing “sober curious” movement and larger beer brands are taking notice. When launching a legitimate 0% ABV version of their signature brew, Heinekin enlisted actors from millennial/Gen Z favorite “The Office” to pitch it.

The Dutch brewer isn’t the only macro to sit up and take notice, as Budweiser has just announced their own booze-less beer, the first non-alcoholic brew to carry the Budweiser brand.