零酒精飲料的興起

零酒精飲料的興起

You could say we're right in the middle of a full-fledged cocktail revival, with no sign of winding down anytime soon. These days, you can find bespoke absinthe cocktails in your neighborhood bar, small-batch mezcal sits alongside scotch in your uncle's bar cart and craft distilleries are popping up in even the smallest of towns everywhere.

你可以說，我們正處于雞尾酒行業(yè)全面復(fù)蘇的中間階段，短期內(nèi)沒有任何放松的跡象。如今，你可以在附近的酒吧里找到定制的苦艾雞尾酒，在你叔叔的酒吧推車?yán)铮∨康膍ezcal和蘇格蘭威士忌放在一起，甚至在最小的城鎮(zhèn)里，手工釀酒廠也如雨后春筍般出現(xiàn)。

Alcohol-free drinks have gone way beyond the standard Shirley Temple. (Photo: Sea Wave/Shutterstock)

That being said, this renewed appreciation for craft cocktails isn't just about alcohol. Plenty of people appreciate hand-cut ice, a mid-century lowball glass and a whimsical garnish — even if there's not a spirit swirling within. Though it might seem like drinking and all its accoutrements are skyrocketing, The Washington Post reports 30% of American don't indulge at all. Another 30% consume less than one drink per week on average.

話雖如此，這種對(duì)精釀雞尾酒的重新欣賞并不僅僅與酒精有關(guān)。很多人喜歡手工切割的冰塊、中世紀(jì)的低球玻璃和古怪的裝飾物——即使里面沒有靈魂在打轉(zhuǎn)。雖然看起來像喝酒，而且所有的裝備都在飛漲，但《華盛頓郵報(bào)》報(bào)道，30%的美國(guó)人根本不酗酒。另外30%的人平均每周喝不到一杯酒。

This doesn't mean that we've all become a nation of shut-ins, necessarily, but rather that people are seeking healthier alternatives while still being social. Enter the rise of zero-proof drinks.

這并不一定意味著我們都變成了一個(gè)自閉的國(guó)家，而是說人們?cè)趯で蟾】档倪x擇的同時(shí)仍然是社交的。零酒精飲料的興起。

Branson drew upon his family's 300-year farming history when creating his distilled herbal spirits. (Photo: Seedlip)

One of earliest progenitors to specifically create a distilled non-alcoholic spirit was Seedlip, founded by UK farmer-designer-entrepreneur Ben Branson. He was inspired by a 17th century book called "The Art of Distillation," in which a physician promoted recipes for distilled non-alcoholic drinks designed to ease ailments like kidney stones and epilepsy.

最早專門釀造蒸餾非酒精酒的先驅(qū)之一是Seedlip，由英國(guó)農(nóng)民兼設(shè)計(jì)師兼企業(yè)家本•布蘭森創(chuàng)立。他的靈感來自17世紀(jì)的一本名為《蒸餾的藝術(shù)》的書。在這篇文章中，一名醫(yī)生介紹了蒸餾無酒精飲料的配方，旨在緩解腎結(jié)石和癲癇等疾病。

These well-crafted, zero-proof cocktails go way beyond the oft-mocked, sugary-sweet mocktails. These new "spirits" aren't trying to imitate tequila or vodka, rather, they stand on their own with intricate distilling processes, exotic ingredients and a distinct flavor profile.

這些精心制作的零風(fēng)險(xiǎn)雞尾酒遠(yuǎn)遠(yuǎn)超越了常被嘲笑的甜雞尾酒。這些新的“烈酒”并不是試圖模仿龍舌蘭酒或伏特加，而是通過復(fù)雜的蒸餾過程、異國(guó)情調(diào)的成分和獨(dú)特的風(fēng)味，獨(dú)立存在。

It's not just spirits and niche products that are taking out alcohol. Big brands and breweries are hopping on the wagon, too, so to speak. Anheuser-Busch has re-launched limited edition, Instagram-friendly iterations of the original non-alcoholic beer, O'Doul's, to reach a younger, more mindful audience.

不僅僅是烈酒和利基產(chǎn)品在消滅酒精。可以這么說，大品牌和啤酒廠也在趕時(shí)髦。安海斯-布希公司重新推出了限量版的非酒精啤酒O'Doul's，在instagram上很受歡迎，目的是吸引更年輕、更謹(jǐn)慎的消費(fèi)者。

Noteworthy bars and bartenders are also hopping on the booze-free train. (Photo: Lhcollins [CC SA 4.0]/Wikimedia Commons)

Meanwhile, Heineken launched their "0.0" beer this year because they saw “a growing trend toward health and wellness, particularly with the younger cohort.” Their chief marketing officer, Johnnie Cahill, also cited the statistics showing millennials are drinking less, but still want to be social. “In the U.S., 30'% of people between 21 and 30 haven’t had a beer in the last month,” he told Esquire. “The non-alcoholic beer market in the U.S. is relatively underdeveloped.”

與此同時(shí)，喜力今年推出了“0.0”啤酒，因?yàn)樗麄兛吹搅?ldquo;健康和養(yǎng)生的增長(zhǎng)趨勢(shì)，尤其是年輕一代。”他們的首席營(yíng)銷官約翰尼·卡希爾也提到了數(shù)據(jù)顯示，千禧一代雖然喝酒少了，但仍然想要社交。“在美國(guó)他在接受《Esquire》雜志采訪時(shí)表示:“在過去一個(gè)月里，美國(guó)有30%的21歲至30歲的人沒有喝過啤酒。”“美國(guó)的無酒精啤酒市場(chǎng)相對(duì)不發(fā)達(dá)。”

As a younger generation continues to reevaluate their relationship with alcohol and the wellness trend grows even more mainstream, expect to see more non-alcoholic beverages in the coming year. Of course, discerning drinkers will still expect a palate-pleasing cocktail, alcohol-free or not. Seedlip's Branson agrees that's the key to their success: "If you take the alcohol out, it won't just magically be the same. Ultimately, that drink has to stand on its own."

隨著年輕一代繼續(xù)重新評(píng)估他們與酒精的關(guān)系，健康趨勢(shì)變得更加主流，預(yù)計(jì)在未來的一年里會(huì)看到更多的不含酒精的飲料。當(dāng)然，有鑒賞力的飲酒者仍會(huì)期待一杯可口的雞尾酒，不管它是否不含酒精。Seedlip的布蘭森也認(rèn)為這是他們成功的關(guān)鍵:“如果你把酒精拿出來，它不會(huì)神奇地變回原來的樣子。最終，這種飲料必須獨(dú)立存在。”