可口可樂(lè )試水日本氣泡酒市場(chǎng)

發(fā)布日期：2018-03-08 :: 瀏覽數：1616 次信息來(lái)源：

After 125 teetotal years, Coca-Cola has decided totake the plunge and dabble with alcohol.

度過(guò)了滴酒不沾的125年后，可口可樂(lè )(Coca-Cola)決定冒險涉足酒類(lèi)飲料業(yè)務(wù)。

The world’s biggest soft drinks company has chosenJapan to test its tolerance to the hard stuff byjoining the growing Japanese market for “Chu-Hi” alcopops.

全球最大軟飲料公司已選擇在日本測試自己的“酒量”，它將加入日本日益增長(cháng)的“Chu-Hi”氣泡酒市場(chǎng)。

The gambit, which one senior Coke executivedescribed as “unique in our history”, will propel the US company into a competitive arenadominated by Japanese brands such as Strong Zero, Highball Lemon and Slat.

此舉被可口可樂(lè )一位高管形容為“我公司歷史上獨一無(wú)二”，它將使這家美國公司進(jìn)入一個(gè)競爭激烈的市場(chǎng)，該市場(chǎng)目前由Strong Zero、Highball Lemon和Slat等日本品牌主導。

Jorge Garduno, president of Coke’s Japanese division, said the plan to enter the market “makessense” and was an example of how the company was exploring opportunities outside its coreareas. “Coca-Cola has always focused entirely on non-alcoholic beverages, and this is [a] modest experiment for a specific slice of our market,” he said, adding that he did not thinkpeople around the world should expect to see similar innovations.

可口可樂(lè )日本分公司總裁喬治?加杜尼奧(Jorge Garduno)表示，進(jìn)入該市場(chǎng)的計劃“是有道理的”，是該公司在其核心領(lǐng)域之外探索機會(huì )的一個(gè)例子。他說(shuō)：“可口可樂(lè )一直以來(lái)只專(zhuān)注于非酒精飲料，而這是我們對一塊特定市場(chǎng)的適度嘗試�！彼€表示，他不認為全球其他地區消費者會(huì )看到類(lèi)似的創(chuàng )新產(chǎn)品。

There are hundreds of flavours of Chu-Hi, a canned alcoholic drink made from a distilledbeverage called shochu and sparkling water. The Japanese market for the vodka-like spirit — distilled from potatoes, rice, barley or sugar — has expanded almost 40 per cent since 2011.

Chu-Hi是一種罐裝酒精飲料，由日本“燒酒”和蘇打水制成，有數百種口味。燒酒是與伏特加類(lèi)似的烈酒，以蒸餾方式從發(fā)酵后的土豆、大米、大麥或蔗糖等原料釀造。自2011年以來(lái)，日本的燒酒市場(chǎng)擴大近40%。

可口可樂(lè )試水日本氣泡酒市場(chǎng).jpg

Chu-Hi canned drinks mostly range in alcohol content between 3 and 8 per cent — a profilethat has put them in competition with beer. The appeal of Chu-Hi has been enhanced by therelentless trial-and-error approach by major Japanese producers Kirin, Asahi, Takara andSuntory, which have released flavours that include yoghurt, acerola and wild basil.

Chu-Hi罐裝飲料的酒精含量大多在3%至8%之間，這一特點(diǎn)讓它們成了啤酒的競爭對手。麒麟(Kirin)、朝日(Asahi)、Takara和三得利(Suntory)等日本各大釀造商的不斷嘗試，提高了Chu-Hi的吸引力，它們推出了層出不窮的眾多口味，包括酸奶、西印度櫻桃和野生羅勒。

The move into alcohol comes as Coca-Cola, like other big food groups, has faced shrinkingsales in its core business: fizzy drinks. As a younger generation of consumers shun sugar, Coke has invested in products in faster-growing segments, such as water and tea.

可口可樂(lè )進(jìn)軍酒精飲料市場(chǎng)之際，與其他大型食品集團一樣，其核心業(yè)務(wù)汽水的銷(xiāo)售正在萎縮。隨著(zhù)年輕一代消費者開(kāi)始少喝含糖飲料，可口可樂(lè )已投資于飲用水和茶等快速增長(cháng)領(lǐng)域的產(chǎn)品。

James Quincey, Coke’s chief executive, said last month that the company had launched morethan 500 new products in 2017. “We’re making innovations in Coke, innovations with flavours, innovations with ingredients all around the world?.?.?.?taking it into different categories than itwas in before,” he said.

可口可樂(lè )首席執行官詹姆斯?昆西(James Quincey)上月表示，該公司在2017年推出了500多種新產(chǎn)品。他說(shuō)：“我們正在對可口可樂(lè )進(jìn)行創(chuàng )新，包括口味的創(chuàng )新，用世界各地食材進(jìn)行創(chuàng )新……讓其進(jìn)入與之前不同的品類(lèi)�！�

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