For the first time this summer, as sportswomen and men strive for victory in Paris, spectators will be able to sip the official beer of an Olympic Games.
But the tipple won't go to their heads: it will be the alcohol-free version of the popular Mexican brand Corona.
The breakthrough sponsorship deal, inked by Belgian-Brazilian beer giant AB InBev, is just the latest sign of the fizzing market for zero-alcohol brews.
"All brewers are moving towards alcohol-free or low-alcohol beverages," said Krishan Maudgal, director of the Belgian Brewers Association.
That's the case even in Belgium, where the centuries-old brewing heritage is recognized by UNESCO and the alcohol percentage in beers made by Trappist monks can reach double digits.
"Twenty or 30 years ago it was more a case of increasing the alcohol content, but now we've reversed the trend and are lowering it," Maudgal said.
