Brooklyn Brewery has launched its first non-alcoholic beer called Special Effects. After finding success in Europe, the brand decided to bring Special Effects to the U.S. CEO Eric Ottaway explained that non-alcoholic beer is not about drinking less, it’s about bringing more places, more occasions and more people together. “A regular who comes in on Sunday to watch the game and used to have one pint of Guinness had four pints of Special Effects and then a pint of Guinness.”

Brooklyn Brewery now represents over five percent of its European sales. In the U.S market, non-alcoholic beer has very low expectations of success, but Brooklyn Brewery has surpassed the most optimistic expectations and is anticipating success in America.