可口可乐公司斥资51亿美元收购咖世家

Coca-Cola Co has agreed to buy the world's second largest coffee chain, Costa, from Britain's Whitbread Plc for an enterprise value of $5.1 billion.

日前，可口可乐公司同意以企业价值51亿美元从英国公司惠特布莱德手里收购全球第二大连锁咖啡店“咖世家”。

The purchase of Costa's almost 4,000 outlets thrusts the world's biggest soda company into one of the few bright spots in the sluggish packaged food and drinks sector.

可口可乐买下咖世家近4000家门店，使这家全球最大碳酸饮料公司成为不景气的包装食品及饮料行业中为数不多的亮点之一。

Coke will use its distribution network to supercharge Costa's expansion as it chases coffee chain market leader Starbucks and its almost 29,000 stores across 77 markets.

可口可乐将利用旗下营销网络强力推动咖世家的业务扩张，以赶超星巴克的连锁咖啡市场龙头地位，星巴克目前在全球77个市场拥有近2.9万家门店。

Beyond coffee shops, Coca-Cola CEO James Quincey, a Briton familiar with the UK brand, said Costa would provide an important growth platform ranging from beans to bottled drinks in an attractive category, growing by around 6 percent a year.

可口可乐的首席执行官詹鲲杰是一位熟悉该英国咖啡品牌的英国人，他表示，除了咖啡店，咖世家将提供一个涵盖从咖啡豆到瓶装饮料的重要成长平台，这是个颇具吸引力的市场区块，每年成长约6%。

Coke already sells some coffee, such as the Georgia brand in Japan, but lacks a global offering, Quincey said in a blog post here, highlighting Costa's retail footprint, roastery, supply chain and Costa Express vending system, which the company plans to expand.

詹鲲杰在一篇博文中称，可口可乐已经在卖咖啡，比如在日本销售Georgia品牌咖啡，但供应尚未扩展到全球范围。他特别谈到咖世家的零售网络、烘焙工坊、供应链和Costa Express售货系统，这是可口可乐计划扩张的领域。

"Coffee is one of the strongest growing categories in the world, and Coca-Cola needs to expand into coffee and hot drinks," he said.

他说道：“咖啡是全球增长最强劲的业务领域之一，可口可乐需要向咖啡和热饮领域扩张。”

Operating a retail chain marks a new challenge for 132-year-old Atlanta-based Coca-Cola, which mostly sells soft drink concentrates to a network of franchised bottlers.

运营一条零售业务链对总部位于亚特兰大、有着132年历史的可口可乐而言是一项新的挑战。该企业主要向授权瓶装商销售浓缩软饮料。

It will face a fight, as rivals also are bulking up in a fragmented market, keen to attract young people prepared to pay out for barista-made drinks and developing a taste for more exotic coffees.

可口可乐将面临激烈竞争，因为在这个分化的市场中，竞争对手们也在摩拳擦掌想吸引愿意为咖啡师制作的咖啡买单的年轻人，并且在不断开发更多口味独特的咖啡。