零酒精饮料的兴起

零酒精饮料的兴起

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.

你可以说，我们正处于鸡尾酒行业全面复苏的中间阶段，短期内没有任何放松的迹象。如今，你可以在附近的酒吧里找到定制的苦艾鸡尾酒，在你叔叔的酒吧推车里，小批量的mezcal和苏格兰威士忌放在一起，甚至在最小的城镇里，手工酿酒厂也如雨后春笋般出现。

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.

话虽如此，这种对精酿鸡尾酒的重新欣赏并不仅仅与酒精有关。很多人喜欢手工切割的冰块、中世纪的低球玻璃和古怪的装饰物——即使里面没有灵魂在打转。虽然看起来像喝酒，而且所有的装备都在飞涨，但《华盛顿邮报》报道，30%的美国人根本不酗酒。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.

这并不一定意味着我们都变成了一个自闭的国家，而是说人们在寻求更健康的选择的同时仍然是社交的。零酒精饮料的兴起。

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.

最早专门酿造蒸馏非酒精酒的先驱之一是Seedlip，由英国农民兼设计师兼企业家本•布兰森创立。他的灵感来自17世纪的一本名为《蒸馏的艺术》的书。在这篇文章中，一名医生介绍了蒸馏无酒精饮料的配方，旨在缓解肾结石和癫痫等疾病。

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.

这些精心制作的零风险鸡尾酒远远超越了常被嘲笑的甜鸡尾酒。这些新的“烈酒”并不是试图模仿龙舌兰酒或伏特加，而是通过复杂的蒸馏过程、异国情调的成分和独特的风味，独立存在。

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.

不仅仅是烈酒和利基产品在消灭酒精。可以这么说，大品牌和啤酒厂也在赶时髦。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上很受欢迎，目的是吸引更年轻、更谨慎的消费者。

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.”

与此同时，喜力今年推出了“0.0”啤酒，因为他们看到了“健康和养生的增长趋势，尤其是年轻一代。”他们的首席营销官约翰尼·卡希尔也提到了数据显示，千禧一代虽然喝酒少了，但仍然想要社交。“在美国他在接受《Esquire》杂志采访时表示:“在过去一个月里，美国有30%的21岁至30岁的人没有喝过啤酒。”“美国的无酒精啤酒市场相对不发达。”

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."

随着年轻一代继续重新评估他们与酒精的关系，健康趋势变得更加主流，预计在未来的一年里会看到更多的不含酒精的饮料。当然，有鉴赏力的饮酒者仍会期待一杯可口的鸡尾酒，不管它是否不含酒精。Seedlip的布兰森也认为这是他们成功的关键:“如果你把酒精拿出来，它不会神奇地变回原来的样子。最终，这种饮料必须独立存在。”