这两个是传统成熟市场的惯常分销渠道分类。

on-trade 即饮渠道

The sale of alcoholic drinks for consumption on the premises. 

即饮终端渠道包括餐厅、酒店、夜店、会所等终端场所，消费者在这些终端即购即饮。

off-trade非即饮渠道

The sale of alcoholic drinks for consumption off the premises. 

非即饮渠道主要是商超和线上渠道。

以下为相关双语示例，供参考：

In the brewery industry, the general perception is that markets are national in size but split between on-trade and offtrade.

在酿酒业，人们普遍认为市场以国划分，但会区分即饮渠道和非即饮渠道。

Thus, a company might hold a dominant position in beer in the on-trade part of the market in France, but that does not mean that it necessarily holds a dominant position in the offtrade market

因此，公司可能在法国的即饮市场拥有支配地位，但这并不意味着它一定在非即饮市场拥有支配地位。