千杯不醉的酒 想来一杯吗？

In recent years, major alcohol companies including Heineken, AB InBev and Molson Coors have started offering more zero alcohol options. Smaller brands, such as Athletic Brewing, which makes non-alcoholic craft beer, and Seedlip, which makes booze-free liquor alternatives, have also arrived on the scene.

近年来，包括喜力、百威英博和莫尔森康胜在内的大型酒类公司开始提供更多元的零酒精饮料选择。 较小的品牌，如生产不含酒精的精酿啤酒的Athletic Brewing，以及生产不含酒精的白酒替代品的Seedlip（希蒂力），也开始进军市场。 

Non-alcoholic booze alternatives are still a tiny market compared to regular alcoholic beverages. But while alcohol sales slip, sales of their alcohol-free counterparts are soaring.

与普通含酒精饮料相比，无酒精的酒类替代品仍然是一个很小的市场。 不过，在酒精饮料销量下滑的同时，无酒精饮料的销量却在飙升。

In the year ending May 14, US retail sales of non-alcoholic spirits grew 116% to $4.5 million, according to NielsenIQ. Alcoholic spirit sales slipped about 1% to just under $21 billion.

根据NielsenIQ的数据，在截至5月14日的一年中，美国不含酒精的烈性酒的零售额增长了116%，达到450万美元。 烈性酒销售额下降约1%，略低于210亿美元。 

In that same period, non-alcoholic beer jumped 21% to $316 million and non-alcoholic wine rose 20% to $50 million. Traditional beer sales fell4% to about $46 billion, and sales of alcoholic wine declined6% to nearly $20 billion.

同期，无酒精啤酒零售额增长21%，达到3.16亿美元；无酒精葡萄酒增长20%，达到5,000万美元。传统啤酒销售额下降了4%，获得约460亿美元，含酒精葡萄酒销售额下降6%，近200亿美元。

Duane Stanford, editor of Beverage Digest, sees it this way: As interest in non-alcoholic alternatives rises, there's a greater imperative for brands to deliver better products as more of them launch.

《饮料文摘》编辑杜安·斯坦福认为：随着人们对无酒精的酒类替代品的喜好上升，众多产品的营销推出应运而生，品牌商有必要为大众提高质量更优的产品。

Demand for non-alcoholic alternatives has been largely driven by younger consumers who want to drink less but aren't interested in abstaining from alcohol altogether, Stanford said. "They do drink alcohol, but they're just trying to moderate."

斯坦福说，对无酒精替代品的需求主要是由年轻消费者推动的，他们想少喝酒，但对完全戒酒并不感兴趣。“他们还是会喝酒，但只是想节制一些。”

A non-alcoholic beer or cocktail might appeal to consumers who, for example, are observing Dry January. Or maybe they want to stay out late with friends, but keep drinking to a minimum. Perhaps they have to drive home, or are trying to avoid a hangover. Or they are aware of alcohol's negative health effects, and want to consume less in general.

不含酒精的啤酒或鸡尾酒可能会吸引部分消费者，例如正在遵守一月大戒酒的消费者，或者是想和朋友在外面待到很晚，但想要少喝酒的消费者。也许他们必须开车回家，或试图避免宿醉。又或者他们意识到酒精对健康的负面影响，并希望在总体上少摄入一些。

Those drinkers could always reach for a seltzer or a soda, of course. But non-alcoholic beverage makers are positioning their products as more sophisticated and flavorful. And, with colorful cans and festive packaging, they're designed to help non-drinkers blend in.

当然，这些饮酒者总是可以用塞尔兹（含汽）矿泉水或苏打水来替代饮酒，但无酒精饮料制造商将他们的产品定位为更精致、更美味的饮料。此外，这些无酒精饮料还有着彩色的罐子和节日性的包装，旨在帮助不喝酒的人融入其中。

"The biggest market play we're seeing is this emphasized idea that customers can still gather, celebrate and enjoy a good drink while still abstaining from alcohol, whether that be for lifestyle choices or personal reasons," Freier said.

弗雷尔说："我们看到的最大的市场竞争力在于强调当顾客聚集在一起，庆祝并享受好喝的饮料的同时，也能保持戒酒，无论是出于生活方式的选择还是个人原因。

For Ben Jordan, CEO of ABV Technology, it was challenging to find something flavorful but non-alcoholic to drink when he'd go to get-togethers while at graduate school, about a decade ago.

大约十年前，对于还没有成立ABV Technology的本·乔丹来说，在聚会时要想找到一种味道可口但不含酒精的饮料是基本不可能的。

"I was wanting to drink beer at parties and in social environments, but didn't want the effects of ethanol." he said. So he set out to find a solution, eventually co-founding ABV Technology, which sells and rents machines that remove alcohol from beer to craft breweries, enabling them to get in on the trend.

他说：“我本想在聚会和社交场合喝啤酒，但又不想受到乙醇的影响。”因此，他开始寻找解决方案，并最终创立了ABV Technology，向精酿啤酒厂出售和租赁能去除啤酒中酒精机器，使酒厂的产品顺应潮流。

Once ABV Technology's machines remove alcohol from beer, that booze can then be used for hard seltzers. For a brewer, that affords the option of turning alcoholic beer into two products: non-alcoholic beer and trendy hard seltzer.

啤酒去除酒精后还可以用于硬苏打水，对于酿酒商来说，这提供了将含酒精啤酒变成两种产品的选择：无酒精啤酒和时尚的硬苏打水。

Jordan predicts that in the United States, non-alcoholic beer could end up making up a fifth of the total US beer market. But there are challenges ahead, especially as consumers cope with soaring inflation. Non-alcoholic beer, wine and spirits don't come cheap. Bottles of non-alcoholic spirits are priced in the $20 to $30-range on Amazon.

乔丹预测，无酒精啤酒或将占据五分之一的美国啤酒市场。但未来也存在挑战，尤其是在消费者正在面对通胀飙升。不含酒精的各类酒都不便宜，在亚马逊上，瓶装无酒精烈酒的价格普遍在20美元到30美元之间。

"Upwardly mobile, young consumers who want these kinds of products for specific lifestyle reasons — as long as you're offering them quality and something that they actually want to hold and be seen with, they will pay those prices," Stanford said.

斯坦福说：“年轻消费者在不断追求新的潮流，出于特殊的生活方式，他们会想要购买这些产品。当然，你需要为他们提供他们真正想要的、质量上乘的东西。” 

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