双语新闻：Diageo伏特加在中美市场低迷瞄准中国市场

2014-08-14 14:56:46来源：可可英语

　　In North America, reported net sales dropped 7% due to weakness from the company’s vodkabrands: Smirnoff and Ciroc reported sales declines while Ketel One demand was unchangedfrom the prior year.

　　在北美市场，报告中净销售额约7%的下滑源于伏特加品牌销售的不景气：该报告显示，皇冠伏特加和诗珞珂伏特加销售额下滑，而坎特1号伏特加的需求与去年持平。

　　Vodka is by far the most popular spirit sold in the U.S., generating $5.6 billion in revenue fordistillers last year and accounting for 32% of the industry’s total volume, according to theDistilled Spirits Council of the U.S. But volume growth has slowed the past few years, as moreconsumers turn to tequila, bourbon and Tennessee whiskey. Diageo’s results highlighted thatdivide North America. Don Julio’s sales leapt 22% while Bulleit bourbon posted a 63% jump insales.

　　到目前为止，伏特加是美国市场最畅销的酒精饮料，美国蒸馏酒委员会(Distilled Spirits Council of theU.S.)的数据显示，去年伏特加为酿酒厂带来了56亿美元的营业收入，销量占行业总量的32%。然而在过去几年中，伏特加的销量增长放缓，因为更多消费者转向了龙舌兰、波旁和田纳西州威士忌。帝亚吉欧的业绩凸显了北美地区的这种销售差异。唐胡里奥的销售额上涨22%，而子弹波旁威士忌的销售飙升了63%。

　　“We don’t see a trend where vodka is going to no longer resonate with the consumer,” DiageoChief Financial Officer Deirdre Mahlan told Fortune. “The vodka category grew 4% this year inthe U.S. Our brands didn’t perform as well.”

　　帝亚吉欧公司财务总监 Deirdre Mahlan向《财富》杂志透露：“没有迹象表明，消费者已对伏特加失去了兴趣。今年伏特加品类在美国的销量增长了4%。我们的品牌表现得并不是很好。”

　　Mahlan said while it is “absolutely true that whiskeys are in vogue,” Diageo was pressured byheightened competition and some promotional pricing in the category. More than 200 newvodkas have hit U.S. shelves the past two years, and some of the lower priced brands are usingpromotions to drive scale. As a result, Diageo says Smirnoff in particular lost some marketshare as the company wanted to maintain pricing power against its rivals.

　　Mahlan表示，虽然“现在确实流行喝威士忌”，但激烈的竞争以及该品类的某些促销定价也为帝亚吉欧带来了压力。在过去的两年中，超过200种新伏特加酒在美国上架，而一些低价品牌正利用促销活动来走量。因此，帝亚吉欧指出，其中较为突出的是皇冠伏特加，该品牌失去了部分市场份额，因为公司想保持其定价能力，并以此打击其对手。

　　Diageo says a better way to read its U.S. performance is to look at how well the higher pricedbeverages sold compared to more affordable options. Bulleit, Don Julio and the higher pricedJohnnie Walker Scotches sold well, while Smirnoff and Captain Morgan rum were pressured assome consumers traded down to lower priced spirits.

　　帝亚吉欧表示，比较高价酒与低价酒的销售情况有助于更好地解读美国业绩。子弹波旁威士忌、唐胡里奥和价格较高的尊尼获加威士忌都很畅销，而皇冠伏特加和摩根船长朗姆酒的销售则面临压力，因为部分消费者转而购买价位更低的酒。

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