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 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.
虽然这个群体数量不大，但正值流行。2010年到2015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。

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.
喜力还计划像百威英博一样利用精酿酒厂打造自己的“高端”产品线。

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.
不过，喜力倒是要从百威英博遭到“讨伐”这一事件中汲取经验教训。作为世界上最大的啤酒酿造公司，百威英博被指控操纵市场以及囤积啤酒花。尽管喜力0.0未来肯定会遇到各种挑战，不过喜力大可以放心，精酿啤酒爱好者和酿酒商是不会反对喜力抢占无酒精啤酒市场的。

（本文翻译：Frank）

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