无酒精啤酒成为酒业新希望(下)

时间:2021-07-20 14:50:00 编辑:Sara 可可英语APP下载 | 可可官方微信:ikekenet

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"At the moment, alcohol-free beer is still something you drink when you can't drink," says Trevor Stirling of Bernstein, a broker.
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, notably 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 virtuous offerings not as beer at all, but as a premium 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 tipple 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 batches 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 hoppy flavours rely on plentiful alcohol content to satisfy drinkers, unlike the blander 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。

Governments and socially minded investors 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。

扫描二维码进行跟读打分训练

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

an edge over 比...占优势；胜过...

eg.A good command of English will enable you to get an edge over your peers.

良好的英语水平将使你比其他同龄人略胜一筹DmqYWDPDS8uWK47x|1!。

upstart 自命不凡的；暴富的

eg.Many prefer a familiar authority figure to a young upstart.

许多人更喜欢熟悉的权威人物而不喜欢自命不凡的年轻新贵V2-*|Fc.gk。

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

craft n.工艺，手艺；v.精巧地制作

【常见搭配】craft beer

eg.Craft beer sales rose 7% to $27.6 billion last year, about one-fourth of the total U.S. beer market.

精酿啤酒销量去年增长了7%，销售额达276亿美元，占美国总啤酒市场近1/4的份额UGiyjW4Xvb89Vbe09f]。

strip away 除去；剥掉

eg.The movie aims to strip away the lies surrounding Kennedy's life.

这部电影旨在揭穿有关肯尼迪生平的种种谎言[_7X)L[)@a!。

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重点单词		查看全部解释
plentiful	['plentifəl]	想一想再看 adj. 丰富的，多的，充裕的
dominate	['dɔmineit]	想一想再看 v. 支配，占优势，俯视
broker	['brəukə]	想一想再看 n. 经纪人 vt. 安排，协商（协议的细节，	联想记忆 X 单词broker 联想记忆： pawnbroker（n 典当商）
signal	['signl]	想一想再看 n. 信号，标志 v. (发信号)通知、表示<	联想记忆 X 单词signal 联想记忆：晚上的信号灯是很明显的。
craft	[krɑ:ft]	想一想再看 n. 工艺，手艺，狡诈，航空器，行会成员 vt
refresh	[ri'freʃ]	想一想再看 v. 使 ... 生气蓬勃，提起精神，恢复精神
mature	[mə'tjuə]	想一想再看 adj. 成熟的，(保单）到期的，考虑周到的
current	['kʌrənt]	想一想再看 n. (水、气、电)流，趋势 adj. 流通的	联想记忆 X 单词current 联想记忆： currr跑，发生+cnt→跑的→流动的;潮流
figure	['figə]	想一想再看 n. 图形，数字，形状; 人物，外形，体型 v	联想记忆 X 单词figure 联想记忆： fig做，制作+ure →做出的状态→形象，人物
decade	['dekeid]	想一想再看 n. 十年	联想记忆 X 单词decade 联想记忆： dec+ade表名词,表示“状态，物品”参考：decagon十角形→十年