Non-alcoholic beer sales in Russia are up 12% year over year, according to Nielsen, as the Russian government promotes healthier life styles while restricting certain alcohol sales, Reuters reports.

The jump in sales occurred despite the wider alcohol market declining 2% over the same period. 

Anheuser Busch InBev (BUD) plans to promote the alcohol-free version of its Bud brand as a sponsor of soccer's FIFA World Cup when Russia hosts it next year.

Carlsberg's (CABGY) Russian unit Baltika, which has the largest share of Russia's alcohol-free beer market, said this month it was making new investments in zero-strength beer, according to Reuters.