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瞄準(zhǔn)中國(guó)市場(chǎng),百加得推出用茶葉制作的朗姆酒

瞄準(zhǔn)中國(guó)市場(chǎng),百加得推出用茶葉制作的朗姆酒

John Kell 2015-03-25
朗姆酒制造商百加得公司即將推出一種完全以綠茶茶葉為原料的酒類(lèi)飲料:“唐”(Tang)。該公司希望憑借這款全新飲品,在中國(guó)這個(gè)全球最大的酒精飲料市場(chǎng)中奪取一塊份額。500毫升一瓶的零售價(jià)約為260美元,你會(huì)喝嗎?

????茶是人們耳聞能詳?shù)娜蛳M(fèi)量第二大的飲料,但你可能從未品嘗過(guò)一種即將在中國(guó)市場(chǎng)亮相的以茶為原料的新飲品。

????朗姆酒制造商百加得聲稱(chēng),該公司發(fā)明了一種方法,用完全從綠茶茶葉提取的物質(zhì)制造一種酒精飲料,這是一種摻水的混合飲料。上周四,該公司宣布首次推出酒精飲料——“唐”(Tang),百加得相信這是同類(lèi)飲料中的首款產(chǎn)品。這種新品將首先在香港的免稅店開(kāi)售,500毫升一瓶的零售價(jià)約為260美元,隨后將在中國(guó)一些飯店開(kāi)始大規(guī)模推廣。

????百加得公司全球研發(fā)總監(jiān)吉拉姆?多克表示,“由于‘唐’的主要成分來(lái)自綠茶,我們相信這是一款真正獨(dú)特的產(chǎn)品,它擁有全新的口味,卻又能喚起一種讓人懷舊的熟悉感?!?/p>

????百加得希望憑借這款綠茶洋酒,在中國(guó)這個(gè)全球最大的酒精飲料市場(chǎng)中奪取一塊份額。多年來(lái),國(guó)外企業(yè)始終難以攻克這個(gè)市場(chǎng)。中國(guó)酒類(lèi)市場(chǎng)的主宰者是一種通常用高粱釀造而成的白酒。同時(shí),迪阿吉奧和保樂(lè)力加等飲料巨頭表示,中國(guó)政府大力推動(dòng)的反奢侈浪費(fèi)運(yùn)動(dòng)已經(jīng)讓中國(guó)白酒市場(chǎng)遭受重創(chuàng)。

????不過(guò),作為帝王威士忌和灰雁伏特加的制造商,百加得已經(jīng)深思熟慮了如何在中國(guó)市場(chǎng)成功推廣“唐”的戰(zhàn)略。它重點(diǎn)依靠飯店推廣的策略就頗為高明,因?yàn)橹袊?guó)人一般喜歡在吃飯時(shí)喝白酒,而不是到酒吧去喝。

????百加得亞太區(qū)總監(jiān)馬特?德約科維奇表示:“如今可以配餐的酒類(lèi)并不多。我們希望‘唐’能成為享用中餐時(shí)的一種新酒品?!卑偌拥玫氖着a(chǎn)品產(chǎn)量不大,僅有2000瓶,因?yàn)楣具€未決定大規(guī)模投產(chǎn)。不過(guò)如果需求大增,百加得稱(chēng)未來(lái)三到五年“唐”可能會(huì)行銷(xiāo)全球。

????由于綠茶是主要成分,且缺乏單糖,百加得的研發(fā)團(tuán)隊(duì)開(kāi)發(fā)了一套生產(chǎn)流程,從茶葉中釋放復(fù)糖,并將其轉(zhuǎn)化為可發(fā)酵形態(tài)。這一濃縮液隨后與來(lái)自法國(guó)的礦泉水混合。法國(guó)也正是這款飲料的生產(chǎn)地。百加得花了整整四年才研究出“唐”的生產(chǎn)方法。(財(cái)富中文網(wǎng))

????譯者:清遠(yuǎn)

????審校:任文科

????Tea, the second most widely consumed beverage in the world, is about to pack a stronger punch in China.

????Rum maker Bacardi says it has figured out a way to make an alcoholic beverage distilled entirely from green tea leaves, a concoction it blends with water. On Thursday, it announced the debut of an alcoholic beverage called Tang, which Bacardi believes is the first of its kind. The beverage is initially being sold at a duty-free shop in Hong Kong, retailing for about $260 per 500 milliliter bottle, before a broader expansion in some Chinese restaurants.

????“With green tea forming the cornerstone of Tang, we believe we have created a truly unique product that tastes entirely new yet inspires a nostalgic familiarity,” said Guillaume Dock, Bacardi’s global research and development director.

????Bacardi’s tea spirit is angling for a slice of the world’s largest alcoholic-beverage market, which has been tough for foreign companies to crack. China’s homegrown beverage Baijiu, a liquor generally distilled from sorghum, has a dominate market share position. Meanwhile, beverage giants including Diageo and Pernod Ricard have said an anti-extravagance campaign backed by the government that has hurt the liquor industry.

????But Bacardi, which also makes Dewar’s Scotch and Grey Goose vodka, has a thoughtful strategy for how it plans to successfully launch Tang in China. The company is leaning heavily on restaurants for the launch, a smart bet considering the Chinese generally prefer to drink Baijiu with meals, rather than out at a bar.

????“Today, the types of spirits that can be enjoyed with food are fairly limited,” said Matt Djokovic, a director for Bacardi’s Asia Pacific region. “We hope Tang can represent an additional spirit option to enjoy during Chinese meals.”Bacardi is kicking off production with a relatively small batch of 2,000 bottles because the company hasn’t yet committed to larger scale production. If demand takes off though, Bacardi said Tang could potentially go global in the next three to five years.

????Due to the composition of tea leaves and the absence of simple sugar, Bacardi’s team developed a process that released complex sugars from the tea leaves and turned them into a fermentable form. That concentrate was then combined with spring water from France, where the beverage is being produced. It took Bacardi four years to develop the methods to make Tang.

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