As some people partake in “sober October” ahead of the major winter holidays, non-alcoholic beer sales are on the rise, according to the Wall Street Journal.

The newspaper reports that sales jumped 32% last year. Nielsen IQ also reports an average of 31% sales growth for non-alcoholic beer sales over four years.

Some say that the reason for the bump in sales is due to technology allowing for better taste and younger people drinking less alcohol due to being better informed about health risks.