可口可樂(lè)打破百年傳統(tǒng) 將推出首款酒精飲料

With its iconic red label and secret recipe, it’s been one of the world’s most famous soft drinks for more than a century. Now, however, Coca-Cola is on the brink of a new chapter – with plans to launch its first alcoholic drink.

一個(gè)多世紀(jì)以來(lái)，有著標(biāo)志性紅色標(biāo)簽和秘密配方的可口可樂(lè)一直是世界上最著名的軟飲料之一。而今，可口可樂(lè)即將掀開(kāi)一個(gè)新篇章——它計(jì)劃推出第一款酒精飲料。

The company is currently experimenting with the creation of a popular type of Japanese alcopop known as Chu-Hi, containing distilled shochu alcohol mixed with flavoured carbonate water.

可口可樂(lè)公司目前正在嘗試一種名為Chu-Hi的日本波普甜酒，這種受歡迎的甜酒是將蒸餾燒酒和風(fēng)味碳酸水混合而成。

The low alcohol canned drink will be launched in Japan, home to a thriving if competitive industry, with countless Chu-Hi flavoured drinks – from kiwi to yuzu - sitting on convenience store shelves across the country.

這種罐裝低酒精飲料將在日本推出。在產(chǎn)業(yè)興旺、競(jìng)爭(zhēng)激烈的日本，有不計(jì)其數(shù)的Chu-Hi風(fēng)味飲料，你可以在日本各地的便利店看到奇異果風(fēng)味和柚子風(fēng)味等各種口味的Chu-Hi飲料。

Confirming the plan in an interview on the company’s website, Jorge Garduño, Coca-Cola’s Japan president, said: “This is a canned drink that includes alcohol; traditionally, it is made with a distilled beverage called shochu and sparkling water, plus some flavouring. We haven’t experimented in the low alcohol category before, but it’s an example of how we continue to explore opportunities outside our core areas.”

可口可樂(lè)日本區(qū)總裁豪爾赫·加都諾在官網(wǎng)發(fā)布的訪談中證實(shí)了這一計(jì)劃。他表示：“這是一種含有酒精的罐裝飲料;傳統(tǒng)上，這種飲料是用一種名為燒酒的蒸餾飲料和蘇打水相混合，并添加調(diào)味料而制成。可口可樂(lè)過(guò)去沒(méi)有嘗試過(guò)低酒精飲料，但這是我們?cè)诤诵念I(lǐng)域外持續(xù)探索商機(jī)的例證。”

Highlighting how “unique” this venture was for the company, Mr Garduño, who did not specify a timeline for the new product, added: “Coca-Cola has always focused entirely on non-alcoholic beverages, and this is a modest experiment for a specific slice of our market.

加都諾沒(méi)有明確告知新產(chǎn)品的發(fā)布時(shí)間表，他強(qiáng)調(diào)了這次探索對(duì)可口可樂(lè)公司的“獨(dú)特意義”，他補(bǔ)充道：“可口可樂(lè)一直以來(lái)都專注于非酒精飲料，這次是我們對(duì)一塊特定市場(chǎng)的適度嘗試。”

“The Chu-Hi category is found almost exclusively in Japan. Globally, it’s not uncommon for non-alcoholic beverages to be sold in the same system as alcoholic beverages. It makes sense to give this a try in our market.”

“Chu-Hi幾乎只在日本能找到。全球范圍來(lái)看，非酒精飲料和酒精飲料同屬一個(gè)銷(xiāo)售系統(tǒng)并不罕見(jiàn)。所以有理由在我們的市場(chǎng)做一次嘗試。”

The concept of alcoholic Coca-Cola drinks, however, was likely to stay within Japan rather than expand globally, due to the “unique and special” qualities of the Japanese market, he added.

不過(guò)，由于日本市場(chǎng)的“獨(dú)特性”，可口可樂(lè)酒精飲料的概念可能只限于日本國(guó)內(nèi)，不會(huì)擴(kuò)展到全球。

Coca-Cola’s inaugural foray into the world of alcoholic beverages takes place more than 130 years after the original drink was first launched in the US, minus any alcohol in order to circumvent restrictive prohibition laws.

130多年前，可口可樂(lè)飲料在美國(guó)首次推出，后來(lái)進(jìn)軍世界飲料市場(chǎng)，為了避開(kāi)嚴(yán)格的限制法規(guī)沒(méi)有添加任何酒精。

It coincides with shrinking global demand for soft fizzy drinks, due to health concerns relating to sugar consumption, with sports drinks and water emerging as Coca-Cola’s strongest performing beverages.

當(dāng)下由于人們擔(dān)心攝入糖分引發(fā)健康問(wèn)題，全球氣泡軟飲料的需求不斷萎縮，運(yùn)動(dòng)飲料和水正成為可口可樂(lè)公司表現(xiàn)最出色的飲料。

Meanwhile, Japan’s alcopop market has grown expansively since the country’s first ready-to-drink Chu-Hi product for stores – called hiLicky - was reportedly released in 1983, with young women fuelling sales.

與此同時(shí)，自從日本在1983年推出了首款在商店銷(xiāo)售的即飲Chu-Hi產(chǎn)品hiLicky后，日本的波普甜酒市場(chǎng)正大幅擴(kuò)張。據(jù)稱，推動(dòng)Chu-Hi飲料銷(xiāo)量增長(zhǎng)的主要是年輕女性。