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酿造公司,仅次于百威英博。但是它已厌倦了第二,计划抢占第一的宝座,它的秘密武器就是无酒精啤酒。
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奖赛上推出了无酒精啤酒喜力0.0,瞄准非传统啤酒消费者,试图赶超百威英博。所谓的非传统啤酒消费者就是想喝啤酒又不想喝醉的消费者群体。
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 2017. 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.
虽然这个群体数量不大,但正值流行。2010年到2017年,欧洲的无酒精啤酒销量每年增长约5%。喜力0.0所含热量只有普通喜力啤酒和可口可乐的一半,可能构成未来的销量增长,前提是百威英博没有捷足先登。
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