可乐巨头遭遇挑战软饮新宠零卡汽水.docxVIP

As consumers grow sweeter on sugar-free and aspartame-free sodas, one upstart is trying to build a big head start on beverage behemoths Coca-Cola KO 0.38% and PepsiCo PEP 0.17% in the growing market for naturally sweetened soft drinks. 无糖苏打水越来越受到消费者青睐，阿斯巴甜甜味剂渐遭冷遇。于是，一家小型饮料公司抓住时机，先于饮料巨擘可口可乐（Coca-Cola）和百事可乐（PepsiCo），开发出了满足消费者对纯天然甜味软饮要求的新型饮料。 Zevia, based in Culver City, Calif., produces the only zero or low-calorie carbonated soft drink with rising U.S. sales among the top 20 brands. Its secret? It uses stevia, a leaf, to sweeten its soft drinks naturally at a time when leading diet soda brands such as Diet Coke and Diet Pepsi are getting slammed by a backlash against the use of artificial sweeteners. 零卡公司（Zevia）位于加州卡尔佛市，专注生产零卡路里或低卡路里碳酸软饮。它近期销量持续增长，已经跻身前全美销售排名前20名。零卡为什么有这么大的吸引力？它的秘诀是在饮料中加入甜叶菊。这种植物的叶子可用于增加软饮中的甜味，属于纯天然食品，而此时著名的减肥苏打水品牌“健怡可乐”与“健怡百事”因为使用人工甜味剂正惨遭舆论质疑。 In the first half of 2014, U.S. sales of diet carbonated soft drinks fell 7.5%, according to Beverage Digest. In contrast, according to SPINS/IR data, Zevia saw sales rise 67% in the three months ending on May 18 compared to the previous year, despite being more expensive than leading diet soda brands. 据《饮料文摘》（Beverage Digest）报道，2014年上半年，减肥碳酸软饮在全美的销量下降了7.5%。与此相反，根据SPINS/IR的数据显示，尽管零卡的售价比其它著名苏打水品牌高，但截至5月18日的前三个月中，零卡的销量比去年还上升了67%。 Zevia, which offers 15 soft drinks, including cola, root beer, and ginger ale, had sales of about $90 million in the last 12 months, making it a tiny player compared to Pepsi, Coke, and Dr Pepper Snapple DPS -0.60% . But that performance has underscored how slowly the industry’s giants have been to adapt to changing tastes. 零卡旗下有可乐、根汁汽水、姜汁汽水等15种不同口味的软饮，去年一年的销量高达9,000万美元，虽然与百事、可口可乐、Dr Pepper Snapple等巨擘相比还有很大差??，但零卡在饮料界已经算得上小有名气了。 “As big and as powerful as the big beverage companies are, a lot of the innovation has been by the smaller companies,” Beverage Digest editor and publisher John Sicher told Fortune. 《饮料文摘》编辑兼出版人约翰o西歇尔在接受《财富》采访时说：“虽然大型饮料公司规模大、业务强，但这个领域内的很多创新是由小公司主导的。” The i