帝亞吉歐向中國市場推出新款威士忌
Images of David Beckham clutching a tumbler of Haig Club, a new scotch, will be seen in China next month when Diageo, the world’s largest distiller, launches a new spirit in the fightback against China’s crackdown on luxury.
大衛•貝克漢姆(David Beckham)手執一杯翰格•藍爵(Haig Club)新品蘇格蘭威士忌的形象下個月將在中國亮相。面對中國對奢侈品的打壓，世界最大釀酒公司帝亞吉歐(Diageo)屆時將推出這款新酒作爲回擊。The former footballer is the frontman for the single grain scotch, released in Edinburgh this month, and Diageo hopes the new whisky will help reverse its fortunes in China.
這位前足球運動員是本月在愛丁堡發佈的這款單一穀物蘇格蘭威士忌的代言人。帝亞吉歐希望這款新威士忌將幫助扭轉其在中國市場的命運。
For a start, the new scotch tastes less sour than other whiskys, which Diageo hopes will appeal to what it describes as the sweeter Asian palate.
首先，這一新款蘇格蘭威士忌的口味酸度低於其他威士忌。帝亞吉歐希望這一特色將迎合其所稱的亞洲消費者偏甜的口味。
Diageo is the world’s largest producer of Scotch, which, with cognac, is the main international spirit consumed in the country. The London-based group, which also makes Smirnoff vodka and Guinness, was a late entrant into China where it is playing catch-up to France’s Pernod Ricard. The latter makes 12 per cent of sales and 15 per cent of profit in China – its biggest market after the US.
帝亞吉歐是世界最大的蘇格蘭威士忌生產商，蘇格蘭威士忌和干邑白蘭地(cognac)是中國消費的兩款主要國際烈酒。這家總部位於倫敦的集團也生產皇冠(Smirnoff)伏特加和健力士(Guinness)啤酒。該公司進入中國市場較晚，目前正在追趕法國的保樂力加(Pernod Ricard)。保樂力加來自中國市場的銷售額和利潤佔比分別達到12%和15%，中國是該公司緊隨美國之後的第二大市場。The country only accounts for 1.5 per cent – 0.7 per cent on the mainland – of Diageo’s total sales last year. But the country’s growing middle class and rising affluence mean that it will become an increasingly important market.
中國僅佔帝亞吉歐去年總銷售額的1.5%，其中內地佔0.7%。但中國不斷壯大的中產階層和日益提升的富裕水平都意味着它將成爲一個越來越重要的市場。Its late entry has not screened Diageo from the blow to sales of ultra-premium drinks by the Chinese government’s anti-extravagance campaign. Sales of its baijiu premium spirit, Shui Jing Fang, fell 78 per cent in the year to June 30.
帝亞吉歐雖然進入較晚，但也未能倖免中國政府反鋪張浪費運動對高檔酒水銷售的打擊。在截至今年6月30日的一年中，其高檔白酒品牌水井坊的銷售額下滑了78%。Like Pernod Ricard, Diageo’s strategy is lower-price versions aimed at private dinners rather than lavish state banquets. At the end of last year it launched Shui Jing Fang Red Fortune, ahead of the Chinese new year at $63.50 for 500ml, a very different proposition from its offering for gift-giving in New Year 2012 – before the new government came to power – when Forest Green Shui Jing Fang was released in a Swarovski crystal bottle, with a price tag of $625.
像保樂力加一樣，帝亞吉歐的策略是針對私人飲宴而不是豪華國宴推出較低價產品。去年底它在春節前推出了水井坊鴻運裝，500毫升售價63.5美元，這與2012年春節時（新一屆政府上臺前）推出的用於送禮的水井坊菁翠截然不同，菁翠的酒瓶採用施華洛世奇(Swarovski)水晶打造，每瓶售價625美元。
