越低越好?论无酒精葡萄酒及其营销

Frederik Nikolai Schulz, H. Farid, J. Hanf
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摘要

在德国饮料市场,近几十年来消费的转变已经变得很明显:从酒精饮料转向非酒精饮料。这表明两种重要且与营养有关的物质:酒精和糖之间的权衡。因此,本审查将探讨这些发展对德国葡萄酒工业的意义,在德国,不含酒精的葡萄酒和起泡葡萄酒正变得越来越重要。这些产品的生产伴随着酒精含量的降低,同时糖的含量增加。此外,当涉及到可能的“不在场营销”指控时,这些产品也可能成为卫生政策努力的焦点。在这里,处理烟草产品的相似之处变得清晰起来,而酒精和糖之间的权衡则退居幕后。
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The Lower the Better? Discussion on Non-Alcoholic Wine and Its Marketing
In the German beverage market, a shift in consumption has become apparent in recent decades: away from alcoholic beverages and towards non-alcoholic alternatives. This indicates a tradeoff between two important and nutritionally relevant substances: alcohol and sugar. This review, therefore, addresses the question of the significance of these developments to the German wine industry, where non-alcoholic wines and sparkling wines are becoming increasingly important. The production of these products is accompanied by a reduction in alcohol content with a simultaneous increase in sugar. Furthermore, these products could also become the focus of health policy efforts when it comes to accusations of possible “alibi marketing”. Here, parallels with the handling of tobacco products become clear, while the tradeoff between alcohol and sugar recedes into the background.
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