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无酒精啤酒成为酒业新希望(上)

时间:2021-07-20 14:40:00 编辑:Sara 可可英语APP下载 | 可可官方微信:ikekenet

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Business
商业

Alcohol-free Beer
无酒精啤酒

For the 10,000 years or so it has been around, beer has been relied upon both to refresh and intoxicate.
在大约1万年的历史中，人们一直依赖啤酒来提神和沉醉。

Today's brewers think it could thrive by focusing exclusively on the refreshing.
如今的酿酒商认为，只要专注于提神这一部分，它就能蓬勃发展。

Alcohol-free beer is the booze industry's latest great hope as sales of the full-strength stuff have stagnated.
无酒精啤酒是酒业最新的巨大希望，因为烈性酒的销售已经处于停滞状态。

If Heineken and other brewing giants have their way, tipplers will be knocking back pints from breakfast on.
如果喜力和其他酿酒巨头能够如愿以偿，那么酒鬼们将从早餐就开始畅饮啤酒。

Beers with no (or little) alcohol have been sold for decades.
不含(或几乎不含)酒精的啤酒已经卖了几十年了。

But even their pedlars admitted they tasted flat.
但就连小贩也承认那些酒味道平平。

They were aimed at those who craved a proper beer but couldn't indulge: the pregnant, religious or designated drivers.
他们的目标人群是那些非常想喝上一杯但又没办法在酒精中放纵的人：孕妇、宗教人士或排了班的司机。

Multinational brewers saw them as "distressed purchases" and sold them under separate brands far removed from flagship marques.
跨国啤酒商将其视为“廉价货”，并将其与旗舰产品区分开来，以独立的品牌销售。

No longer. Even before the pandemic shut the world's bars, beer-drinking was on the slide, in part owing to health-conscious millennials bingeing less often.
时过境迁。甚至在疫情让世界各地的酒吧关门之前，喝啤酒的人数就在下滑，部分原因是有健康意识的千禧一代不再那么频繁地饮酒狂欢。

Booze barons concerned about losing sales to soft drinks invested in ways of making alcohol-free beer taste better.
酒业大公司们担心被软饮料抢走销售额，于是投资研发味道更好的无酒精啤酒。

This has started to pay off.
这一举措已经开始有了回报。

Though nobody sober would confuse an alcohol-free brew with the real thing, it is now a credible draught.
虽然没人哪个清醒的人会将无酒精啤酒与真正的啤酒混淆，但它现在也能解一时之渴了。

The product is good enough for mega-brands, from Japan's Asahi to America's Budweiser (part of AB InBev, the world's biggest brewer), to offer a "0.0" variant.
从日本的朝日啤酒到美国的百威啤酒(世界上最大的啤酒酿造商百威英博的一部分)，这种产品足以为无酒精啤酒提供多样性。

Part of the brewers' interest stems from boozeless beer's frothy margins.
酿酒商的兴趣部分源于无酒精啤酒的泡沫利润。

Making the stuff is actually more expensive than making a straight-up Stella.
生产这种酒实际上比生产纯丝戴拉酒更贵。

The process usually involves taking a finished alcoholic beer and stripping away the booze (brands guard their methods closely).
这个过程通常是把已经制作好的含酒精啤酒里的酒精脱去(各啤酒品牌严格保密自己的生产方法)。

The expense is, however, more than compensated for by the savings on alcohol excise duties that are no longer owed.
然而，省下来的酒类产品消费税足以弥补这一部分支出，并且还有盈余。

It helps that consumers appear to be willing to pay roughly the same price whether a beer contains alcohol or not.
无论啤酒是否含酒精，消费者似乎都愿意支付大致相同的价格，这一点很有帮助。

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1.If Heineken and other brewing giants have their way, tipplers will be knocking back pints from breakfast on.

have one's way 得偿所愿；独行其是

eg.Spoiled children become sulky if they cannot have their own way.

被宠坏了的孩子一旦不能为所欲为, 便会不高兴6));Lx&WNAA-。

tippler 酒鬼；倾卸工

eg."I am drinking," replied the tippler, with a lugubrious air.

“我在喝酒9!,gMBjO,[+3mR~AQ1FG。”酒鬼阴沉忧郁地回答道C8no#]Yk&UtNSJg0#%9。

knock back （快速地，大口地）喝

eg.I like to knock back a few beers after work.

下班后，我喜欢喝几瓶啤酒Xa=v]v2_[I@tP7Rz;。

2.Even before the pandemic shut the world's bars, beer-drinking was on the slide, in part owing to health-conscious millennials bingeing less often.

on the slide 每况愈下；日益恶化

eg.Smartphone sales are on the slide.

智能手机销量正在下降U#84xZMN)wy;6c。

binge 放纵，狂欢

eg.Binge watching series is going to melt your brain.

废寝忘食地看连续剧会让大脑疲惫2H.wJ_n8UQX。

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重点单词		查看全部解释
confuse	[kən'fju:z]	想一想再看 vt. 混淆，使困惑，使混乱	联想记忆 X 单词confuse 联想记忆： con共同，fuse流－流到一起－混淆
sober	['səubə]	想一想再看 adj. 清醒的，沉着冷静的，稳重的，颜色暗淡的	联想记忆 X 单词sober 联想记忆：读：骚吧－风骚的女人不会有节制和严肃的举止。
separate	['sepəreit]	想一想再看 n. 分开，抽印本 adj. 分开的，各自的，
pandemic	[pæn'demik]	想一想再看 adj. 全国流行的 n. (全国或全世界范围流行的)疾	联想记忆 X 单词pandemic 联想记忆： pan全部，dem人民，ic－涉及全部民众的－大范围流行的
excise	[ek'saiz]	想一想再看 n. 货物税，消费税 vt. 征税，切除	联想记忆 X 单词excise 联想记忆： ex出，cise切－切出去－切除
exclusively	[iks'klu:sivli]	想一想再看 adv. 排他地(独占地，专门地，仅仅，只)
credible	['kredəbl]	想一想再看 adj. 可信的，可靠的	联想记忆 X 单词credible 联想记忆： cred 相信+ible能…的→可靠的，可信的
indulge	[in'dʌldʒ]	想一想再看 vt. 纵情于，放任，迁就 vi. 放纵自己于	联想记忆 X 单词indulge 联想记忆：可以通过发音记，但是有点儿◎＃￥％…※×in进入，dull（adj 迟钝的），ge：进入迟钝状态，因为沉迷于酒色。
designated	['deziɡ,neitid]	想一想再看 adj. 特指的；指定的
willing	['wiliŋ]	想一想再看 adj. 愿意的，心甘情愿的