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Beer that is entirely alcohol-free continues to be niche. "At the moment, alcohol-free beer is still something you drink when you can't drink," says Trevor Stirling of Bernstein, a broker. Only 2.4% of beer sold globally this year will be non-alcoholic, according to Euromonitor, a research firm. Still, that is up from 1.5% a decade ago, in part because traditional beer has slipped. Much of the growth in 0.0 sales has come from places that consume lots of beer already, notably Europe.
完全不含酒精的啤酒仍然是一個有利可圖的小眾市場。伯恩斯坦公司的經(jīng)紀人特雷弗·斯特林說:“現(xiàn)在，當你不能喝酒的時候，你還可以喝無酒精啤酒?！睋?jù)研究公司歐睿信息咨詢稱，今年全球銷售的啤酒中只有2.4%是無酒精啤酒。不過，這一比例仍高于10年前的1.5%，部分原因是傳統(tǒng)啤酒的銷量有所下滑。0.0無酒精啤酒銷售額的增長大部分來于已經(jīng)大量消費啤酒的地區(qū)，特別是歐洲。
The aim for brewers is therefore to reposition their virtuous offerings not as beer at all, but as a premium soft drink for grown-ups. That would give them a toe-hold in a business that is, by volume, nearly four times as large as beer.
因此，啤酒商的目標是重新定位他們的盈利產(chǎn)品，根本不是啤酒，而是為成年人打造的優(yōu)質(zhì)軟飲料。這將使他們在一個銷量幾乎是啤酒四倍的業(yè)務(wù)中占有一席之地。
Indeed, many brewers believe that their booze-free products can refresh the parts of the market regular beers cannot. Bram Westenbrink of Heineken says only a fifth of its 0.0 drinkers would otherwise have plumped for a normal beer. The Dutch giant has pitched its alcohol-free brand as a suitable tipple for the office, gym and car. (It is also targeting more traditional beer-drinkers by sponsoring the European football championship now under way.)
事實上，許多啤酒釀造商相信，他們的無酒精產(chǎn)品可以喚醒普通啤酒無法喚醒的部分市場。喜力的布拉姆·威斯特布林克說，如果不是這樣，在0.0無酒精啤酒的消費者中，只有五分之一的人會選擇普通啤酒。這家荷蘭巨頭將其無酒精飲品的品牌定位為適宜在辦公室、健身房和汽車內(nèi)飲用的飲品。(它還通過贊助目前正在進行的歐洲足球錦標賽，瞄準了更傳統(tǒng)的啤酒飲用者。)。
The beer giants also think their investments in deboozing give them an edge over upstart rivals. Craft brewers, which have thrived in recent years, work in small batches for which stripping away alcohol is uneconomical. Their hoppy flavours rely on plentiful alcohol content to satisfy drinkers, unlike the blander lagers that dominate supermarket shelves. AB InBev is aiming for at least 20% of its sales to come from no- and low-alcohol beers (typically below 3.5% alcohol by volume) by 2025, triple the current share. Heineken already has 130 0.0 products in its range.
啤酒巨頭們還認為，他們在脫酒精方面的投資使他們相對于后來的競爭對手更具優(yōu)勢。近年來蓬勃發(fā)展的精釀啤酒商，都是小批量生產(chǎn)，這樣脫酒精是不經(jīng)濟的。不像占據(jù)超市貨架的淡色拉格啤酒，精釀啤酒用來滿足飲酒者的美妙香氣依賴于豐富的酒精含量。百威英博的目標是，到2025年，至少20%的銷售額來自無酒精和低酒精啤酒(通常酒精含量低于3.5%)，是目前的三倍。喜力該系列已經(jīng)擁有130種0.0無酒精產(chǎn)品。
Governments and socially minded investors like to see beermakers offer alternatives to alcohol. Far from damaging a brand, having a 0.0 product is now a signal of a mature marque. Brewers have long tried to shift perceptions of beer as a laddish 1980s drink, fit only for football fans looking to get bladdered. Craft beers were one way to do that, but often turbocharged hangovers because of their high alcohol content. Now the industry is going the other way. How refreshing.
政府和有社會意識的投資者希望看到啤酒制造商提供酒精的替代品。現(xiàn)在，擁有0.0無酒精系列產(chǎn)品非但不會損害品牌，反而是一個成熟品牌的標志。啤酒制造商長期以來一直試圖改變?nèi)藗儗ζ【频目捶ǎ雌【剖且环N上世紀80年代的幼稚飲品，只適合想喝個痛快的足球迷。精釀啤酒是一種方法，但由于其酒精含量高，經(jīng)常會加劇宿醉?，F(xiàn)在，這個行業(yè)正朝著另一個方向發(fā)展。真令人耳目一新。
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