Heineken is the second biggest brewing company in the world after AB InBev. But it’s tired of being second, and it has plans to move into the top spot with a secret weapon: non alcoholic beer.
喜力是世界第二大啤酒釀造公司，僅次于百威英博。但是它已厭倦了第二，計(jì)劃搶占第一的寶座，它的秘密武器就是無酒精啤酒。

Heineken 0.0, which it recently launched at the Spanish Grand Prix, is the company’s attempt to push itself ahead of AB InBev by targeting a non-traditional beer audience. That audience is the group of consumers who want beer, but don’t want to get drunk.
近日，喜力公司在西班牙大獎(jiǎng)賽上推出了無酒精啤酒喜力0.0，瞄準(zhǔn)非傳統(tǒng)啤酒消費(fèi)者，試圖趕超百威英博。所謂的非傳統(tǒng)啤酒消費(fèi)者就是想喝啤酒又不想喝醉的消費(fèi)者群體。

It’s a small group, but it’s a present group. In Europe, zero alcohol beer sales grew around 5 percent per year from 2010 to 2015. Heineken 0.0, which has half the calories of both regular Heineken and Coca Cola, could be the future of that growth — if AB InBev doesn’t get there first.
雖然這個(gè)群體數(shù)量不大，但正值流行。2010年到2015年，歐洲的無酒精啤酒銷量每年增長約5％。喜力0.0所含熱量只有普通喜力啤酒和可口可樂的一半，可能構(gòu)成未來的銷量增長，前提是百威英博沒有捷足先登。

Heineken’s battle to the top also includes starting a “High End” line of its own with craft breweries like the High End line at AB InBev.
喜力還計(jì)劃像百威英博一樣利用精釀酒廠打造自己的“高端”產(chǎn)品線。

Although, it might want to learn from the backlash AB InBev is receiving. The largest brewer in the world has been accused of everything from market manipulation to hop hoarding. Heineken 0.0 will feature different challenges, though. If there’s one thing the company can feel safe about, it’s that craft beer lovers and brewers won’t be mad about a move to dominate non alcoholic beer.
不過，喜力倒是要從百威英博遭到“討伐”這一事件中汲取經(jīng)驗(yàn)教訓(xùn)。作為世界上最大的啤酒釀造公司，百威英博被指控操縱市場以及囤積啤酒花。盡管喜力0.0未來肯定會(huì)遇到各種挑戰(zhàn)，不過喜力大可以放心，精釀啤酒愛好者和釀酒商是不會(huì)反對(duì)喜力搶占無酒精啤酒市場的。

（本文翻譯：Frank）

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