ST. LOUIS – With American drinking habits changing and less beer being consumed, Anheuser-Busch InBev has announced a “chief non-alcohol beverage officer” role, Fortune reports. The company’s U.S. beer sales dropped 5% by volume in the second quarter, and AB InBev fell short of achieving overall sales growth goals.

The new executive position will address how to recapture millennial and Gen Z consumers, who are drinking fewer alcoholic drinks than older generations. Non-alcoholic beverages represent 10% of the company’s volumes, and AB InBev wants to increase that to 20% by 2025.

CFO Felipe Dutra focused on recent innovated initiatives that were helping to reinvigorate the company, including its launch of Michelob Ultra Pure Gold and Bud Light Orange, and its refresh of Bud Light Lime. AB InBev has additional line extensions of Budweiser in the pipeline as well.

Overall, the beer category has seen success with flavored malt beverages. For more on how retailers can market their beer category, read “Trade Up” from NACS Magazine.