评论
打印
Revenues for nonalcoholic drinks remain a tiny fraction of alcohol sales.
非酒精饮料的收入仍然只占酒精饮料销售额的一小部分。
Last year, retail sales of nonalcoholic beer, wine and spirits totaled about $818 million, less than 1 percent of the $112 billion in sales of beer, wine and spirits, according to the research firm NielsenIQ.
根据研究公司尼尔森IQ的数据，去年非酒精啤酒、葡萄酒和烈酒的零售额总计约为8.18亿美元，不到啤酒、葡萄酒和烈酒1120亿美元销售额的1%。
But they are growing fast; sales of nonalcoholic drinks have risen 67 percent since 2022.
但非酒精饮料的增长速度很快，自2022年以来，其销售额已增长了67%。
Still, the double-digit growth has grabbed the attention of alcohol giants, some of which have jumped into the game.
尽管如此，两位数的增长还是引起了酒类巨头的注意，其中一些已经加入了这场游戏。
The spirits company Diageo is selling nonalcoholic versions of its Tanqueray gin, Captain Morgan rum and Guinness beer.
烈酒公司帝亚吉欧正在销售添加利金酒、摩根船长朗姆酒、健力士啤酒的无酒精版本。
It also acquired Ritual, a nonalcoholic spirits brand, last fall.
并且在去年秋天收购了无酒精烈酒品牌“仪式”。
Molson Coors and Anheuser-Busch InBev offer nonalcoholic versions of their popular beers and beverages.
莫尔森·库尔斯和百威英博也提供了畅销啤酒和饮料的无酒精版本。
As the nonalcoholic beverage industry grows, consumers are finding more — and better — choices, argued Emily Heintz, the founder of Sèchey, a low- and no-alcohol retailer in Charleston, S. C., which also sells its own line of nonalcoholic wines.
艾米丽·海因茨是南卡罗莱纳州查尔斯顿城的低酒精和无酒精饮料零售商“塞舌尔”的创始人，该零售商也销售自有品牌的无酒精葡萄酒系列，她表示，随着无酒精饮料行业的发展，消费者有了更多——也更好——的选择。
Sèchey’s strategy includes connecting its goods to healthier living.
塞舌尔的战略包括将其商品与更健康的生活方式联系起来。
Last year it formed a partnership with Target to put nonalcoholic wines on store shelves as part of Target’s bigger wellness push.
去年，它与塔吉特超市建立了合作伙伴关系，将无酒精葡萄酒摆上超市货架，作为塔吉特的健康促进计划的一部分。
But, Ms. Heintz said, growth for the industry depends on grabbing drinkers where they are.
但是海因茨说，这个行业的增长取决于能否在饮酒者所在的地方吸引住他们。
“The best way to get to people who drink alcohol and get them to try our products is to go through alcohol distributors,” she said.
“接触到饮酒者，并让他们尝试我们的产品的最佳办法是通过酒类分销商这个渠道，”她说，
“We should follow the alcohol industry’s playbook.”
“我们应该按酒类行业的剧本来玩。”
Aplós, which started in 2020 and markets its nonalcoholic and spirits as “functional” because they contain ingredients like hemp and lion’s mane mushroom extract, struggled for several months to get its beverages into New York City bars and restaurants.
Aplós于2020年创立，将其无酒精和烈酒产品作为“功能性”饮品进行营销，因为其中含有大麻和猴头菇提取物等成分，该品牌花了好几个月的时间才将自己的饮料打入纽约市的酒吧和餐厅。
Even two years ago, Mr. Fudge said, “getting Aplós onto a cocktail menu at a great restaurant in New York City was a massive challenge,” Mr. Fudge said.
富奇说，就在两年前，“让Aplós进入纽约高档餐厅的鸡尾酒菜单都还是一个巨大的挑战”。
“There are gatekeepers to the world of bars, restaurants and hotels.”
“酒吧、餐厅、酒店的世界都有看门人。”
But Mr. Fudge said that thanks to insights from individuals on Aplós’s board of directors, Aplós is now on the menu at more than 200 restaurants and bars around the country and is distributed nationwide through retailers like Sprouts Farmers Market and Fresh Direct.
但是富奇表示，多亏了Aplós几位董事会成员的眼光，Aplós现在已经在全国200多家餐厅和酒吧的菜单上，并通过“萌芽农贸市场”和“新鲜直达”等零售商而分销全国各地。
“Even though we’re a nonalcoholic brand, we play in the system.
“就算我们是无酒精品牌，我们也还是在酒类行业的体系中做生意。
The buyers in our category work with alcohol distributors and call on those buyers for the restaurants and bars,” Mr. Fudge said.
我们这个品类的买家与酒类分销商合作，并与餐厅和酒吧的采购接洽。”富奇说，
“We needed to understand how the alcohol industry operates, and for that reason, we made a concerted effort to surround ourselves with experts from that field.”
“我们需要了解酒类行业是如何运作的，出于这个原因，我们齐心协力，让自己身边围绕着酒类行业的专家。”
