帝亚吉欧向中国市场推出新款威士忌
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.
大卫•贝克汉姆(David Beckham)手执一杯翰格•蓝爵(Haig Club)新品苏格兰威士忌的形象下个月将在中国亮相。面对中国对奢侈品的打压，世界最大酿酒公司帝亚吉欧(Diageo)届时将推出这款新酒作为回击。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.
这位前足球运动员是本月在爱丁堡发布的这款单一谷物苏格兰威士忌的代言人。帝亚吉欧希望这款新威士忌将帮助扭转其在中国市场的命运。
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，这一新款苏格兰威士忌的口味酸度低于其他威士忌。帝亚吉欧希望这一特色将迎合其所称的亚洲消费者偏甜的口味。
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.
帝亚吉欧是世界最大的苏格兰威士忌生产商，苏格兰威士忌和干邑白兰地(cognac)是中国消费的两款主要国际烈酒。这家总部位于伦敦的集团也生产皇冠(Smirnoff)伏特加和健力士(Guinness)啤酒。该公司进入中国市场较晚，目前正在追赶法国的保乐力加(Pernod Ricard)。保乐力加来自中国市场的销售额和利润占比分别达到12%和15%，中国是该公司紧随美国之后的第二大市场。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.
中国仅占帝亚吉欧去年总销售额的1.5%，其中内地占0.7%。但中国不断壮大的中产阶层和日益提升的富裕水平都意味着它将成为一个越来越重要的市场。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.
帝亚吉欧虽然进入较晚，但也未能幸免中国政府反铺张浪费运动对高档酒水销售的打击。在截至今年6月30日的一年中，其高档白酒品牌水井坊的销售额下滑了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.
像保乐力加一样，帝亚吉欧的策略是针对私人饮宴而不是豪华国宴推出较低价产品。去年底它在春节前推出了水井坊鸿运装，500毫升售价63.5美元，这与2012年春节时（新一届政府上台前）推出的用于送礼的水井坊菁翠截然不同，菁翠的酒瓶采用施华洛世奇(Swarovski)水晶打造，每瓶售价625美元。
