Heineken is the second biggest brewing¹ 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 alcoholic² 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 breweries⁴ 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 brewer³ in the world has been accused of everything from market manipulation to hop⁵ hoarding⁶. 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。