2021年经济学人 无酒精啤酒成为酒业新希望(2)

Beer that is entirely¹ alcohol-free continues to be niche².

完全不含酒精的啤酒仍然是一个有利可图的小众市场。

"At the moment, alcohol-free beer is still something you drink when you can't drink," says Trevor Stirling of Bernstein, a broker³.

伯恩斯坦公司的经纪人特雷弗·斯特林说:“现在，当你不能喝酒的时候，你还可以喝无酒精啤酒。”

Only 2.4% of beer sold globally this year will be non-alcoholic, according to Euromonitor, a research firm.

据研究公司欧睿信息咨询称，今年全球销售的啤酒中只有2.4%是无酒精啤酒。

Still, that is up from 1.5% a decade ago, in part because traditional beer has slipped.

不过，这一比例仍高于10年前的1.5%，部分原因是传统啤酒的销量有所下滑。

Much of the growth in 0.0 sales has come from places that consume lots of beer already, notably⁴ Europe.

0.0无酒精啤酒销售额的增长大部分来于已经大量消费啤酒的地区，特别是欧洲。

The aim for brewers is therefore to reposition their virtuous⁵ offerings not as beer at all, but as a premium⁶ soft drink for grown-ups.

因此，啤酒商的目标是重新定位他们的盈利产品，根本不是啤酒，而是为成年人打造的优质软饮料。

That would give them a toe-hold in a business that is, by volume, nearly four times as large as beer.

这将使他们在一个销量几乎是啤酒四倍的业务中占有一席之地。

Indeed, many brewers believe that their booze-free products can refresh the parts of the market regular beers cannot.

事实上，许多啤酒酿造商相信，他们的无酒精产品可以唤醒普通啤酒无法唤醒的部分市场。

Bram Westenbrink of Heineken says only a fifth of its 0.0 drinkers would otherwise have plumped for a normal beer.

喜力的布拉姆·威斯特布林克说，如果不是这样，在0.0无酒精啤酒的消费者中，只有五分之一的人会选择普通啤酒。

The Dutch giant has pitched its alcohol-free brand as a suitable tipple⁷ for the office, gym and car.

这家荷兰巨头将其无酒精饮品的品牌定位为适宜在办公室、健身房和汽车内饮用的饮品。

(It is also targeting more traditional beer-drinkers by sponsoring the European football championship now under way.)

(它还通过赞助目前正在进行的欧洲足球锦标赛，瞄准了更传统的啤酒饮用者。)。

The beer giants also think their investments in deboozing give them an edge over upstart rivals.

啤酒巨头们还认为，他们在脱酒精方面的投资使他们相对于后来的竞争对手更具优势。

Craft brewers, which have thrived in recent years, work in small batches⁸ for which stripping away alcohol is uneconomical.

近年来蓬勃发展的精酿啤酒商，都是小批量生产，这样脱酒精是不经济的。

Their hoppy⁹ flavours rely on plentiful¹⁰ alcohol content to satisfy drinkers, unlike the blander¹¹ lagers that dominate supermarket shelves.

不像占据超市货架的淡色拉格啤酒，精酿啤酒用来满足饮酒者的美妙香气依赖于丰富的酒精含量。

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.

百威英博的目标是，到2025年，至少20%的销售额来自无酒精和低酒精啤酒(通常酒精含量低于3.5%)，是目前的三倍。

Heineken already has 130 0.0 products in its range.

喜力该系列已经拥有130种0.0无酒精产品。

Governments and socially minded investors¹² like to see beermakers offer alternatives to alcohol.

政府和有社会意识的投资者希望看到啤酒制造商提供酒精的替代品。

Far from damaging a brand, having a 0.0 product is now a signal of a mature marque.

现在，拥有0.0无酒精系列产品非但不会损害品牌，反而是一个成熟品牌的标志。

Brewers have long tried to shift perceptions of beer as a laddish 1980s drink, fit only for football fans looking to get bladdered.

啤酒制造商长期以来一直试图改变人们对啤酒的看法，即啤酒是一种上世纪80年代的幼稚饮品，只适合想喝个痛快的足球迷。

Craft beers were one way to do that, but often turbocharged hangovers because of their high alcohol content.

精酿啤酒曾是一种方法，但由于其酒精含量高，经常会加剧宿醉。

Now the industry is going the other way. How refreshing¹³.

现在，这个行业正朝着另一个方向发展。真令人耳目一新。

1 entirely   

ad.全部地，完整地；完全地，彻底地

参考例句：

• The fire was entirely caused by their neglect of duty. 那场火灾完全是由于他们失职而引起的。
• His life was entirely given up to the educational work. 他的一生统统献给了教育工作。

2 niche   

n.壁龛；合适的职务(环境、位置等)

参考例句：

• Madeleine placed it carefully in the rocky niche. 玛德琳小心翼翼地把它放在岩石壁龛里。
• The really talented among women would always make their own niche.妇女中真正有才能的人总是各得其所。

3 broker   

n.中间人，经纪人；v.作为中间人来安排

参考例句：

• He baited the broker by promises of higher commissions.他答应给更高的佣金来引诱那位经纪人。
• I'm a real estate broker.我是不动产经纪人。

4 notably   

adv.值得注意地，显著地，尤其地，特别地

参考例句：

• Many students were absent,notably the monitor.许多学生缺席，特别是连班长也没来。
• A notably short,silver-haired man,he plays basketball with his staff several times a week.他个子明显较为矮小，一头银发，每周都会和他的员工一起打几次篮球。

5 virtuous   

adj.有品德的，善良的，贞洁的，有效力的

参考例句：

• She was such a virtuous woman that everybody respected her.她是个有道德的女性，人人都尊敬她。
• My uncle is always proud of having a virtuous wife.叔叔一直为娶到一位贤德的妻子而骄傲。

6 premium   

n.加付款；赠品；adj.高级的；售价高的

参考例句：

• You have to pay a premium for express delivery.寄快递你得付额外费用。
• Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后，清水便因稀而贵了。

7 tipple   

n.常喝的酒；v.不断喝，饮烈酒

参考例句：

• My favourite tipple is a glass of port.我最喜欢喝的酒是波尔图葡萄酒。
• Scotch drinkers around the world tend to associate their favourite tipple with success and achievement.世界各地喝苏格兰威士忌的人，往往把他们最喜欢的这种烈酒，与成功和成就联系在一起。

8 batches   

一批( batch的名词复数 )； 一炉； （食物、药物等的）一批生产的量； 成批作业

参考例句：

• The prisoners were led out in batches and shot. 这些囚犯被分批带出去枪毙了。
• The stainless drum may be used to make larger batches. 不锈钢转数设备可用来加工批量大的料。

9 hoppy   

（指海洋）波浪起伏的

参考例句：

• The sea began getting choppy. 大海开始变得波涛起伏。
• The choppy waves made handling the boats a tricky operation that day. 那天在滔滔的波浪里驾驶小舟着实费了一番手脚。

10 plentiful   

adj.富裕的，丰富的

参考例句：

• Their family has a plentiful harvest this year.他们家今年又丰收了。
• Rainfall is plentiful in the area.这个地区雨量充足。

11 blander   

adj.（食物）淡而无味的( bland的比较级 )；平和的；温和的；无动于衷的

参考例句：

• Generally speaking, I prefer Blander food. 一般说来，我更喜欢吃清淡的食物。 来自互联网
• First turn on the blander, and then pour 2 teaspoons of yogurt into the blander. 首先把搅拌器打开，然后把两勺酸奶倒进搅拌器。 来自互联网

12 investors   

n.投资者，出资者( investor的名词复数 )

参考例句：

• a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
• a cash bonanza for investors 投资者的赚钱机会

13 refreshing   

adj.使精神振作的，使人清爽的，使人喜欢的

参考例句：

• I find it'so refreshing to work with young people in this department.我发现和这一部门的青年一起工作令人精神振奋。
• The water was cold and wonderfully refreshing.水很涼，特别解乏提神。