share_log

Coca-Cola to Launch Hard Seltzer Drink

Coca-Cola to Launch Hard Seltzer Drink

可口可樂將推出硬飲料
Dow Jones Newswires ·  2020/07/31 01:12

DJ Coca-Cola to Launch Hard Seltzer Drink

DJ 可口可樂將推出硬飲料


By Jennifer Maloney


由詹妮弗·馬洛尼

Coca-Cola Co. said it plans to launch a boozy version of its Topo Chico sparkling water in the U.S. next year, plunging the soda giant into the market for alcoholic beverages.

可口可樂有限公司表示,它計劃明年在美國推出其 Topo Chico 氣泡水的酒精版本,使蘇打巨頭進入酒精飲料市場。

With the move, the company joins the fray of beverage giants vying for market share as consumers flock to hard seltzer for its minimal calories and lower alcohol level. Americans spent $3 billion on hard seltzer in U.S. retail stores in the 52 weeks ended July 11, up 241% from a year earlier, according to Bump Williams Consulting Co.

隨著此舉,該公司加入了飲料巨頭爭奪市場份額的戰鬥,因為消費者因其最低的卡路里和較低的酒精含量而湧向硬壓縮劑。根據 Bump 威廉姆斯諮詢有限公司的說法,美國人在截至 7 月 11 的 52 週內在美國零售商店的硬塞器上花費了 3 億美元,比去年同期增長了 241%。

The market is dominated by White Claw, owned by Mike's Hard Lemonade Co. Boston Beer Co. makes Truly, the No. 2 brand. Anheuser Busch InBev NV and other big brewers have also introduced hard seltzer brands, including Bud Light Seltzer and Corona Hard Seltzer.

市場由邁克的硬檸檬水公司擁有的白爪主導。波士頓啤酒有限公司真正成為第二品牌。安赫瑟布希 InBev NV 和其他大型釀酒商還推出了硬質壓縮器品牌,包括芽光壓縮器和電暈硬壓器。

It has been decades since Coke sold booze in the U.S. The company previously owned a wine business that it sold in 1983. In 2018, Coke introduced a fizzy, lemon-flavored alcoholic drink in Japan called Lemon-Do.

自可樂在美國銷售酒以來已經有幾十年了,該公司以前擁有 1983 年出售的葡萄酒業務。2018 年,可樂在日本推出了一種碳酸,檸檬味的酒精飲料,稱為檸檬-。

Coke "is committed to exploring new products in dynamic beverage categories, including hard seltzer," the company said in a statement posted on its website. "Topo Chico Hard Seltzer is an experimental drink inspired by Topo Chico sparkling mineral water, which has been popular with many mixologists."

該公司在其網站上發布的聲明中表示,可樂「致力於探索動態飲料類別的新產品,包括硬塞劑。」「Topo Chico Hard Seltzer 是一種實驗性飲料,靈感來自 Topo Chico 氣泡礦泉水,該礦泉水在許多調酒師中很受歡迎。」

Coke will pilot the alcoholic Topo Chico drink in Latin America later this year, the company said. News of the new product was reported earlier by Beverage Digest, an industry publication.

該公司表示,可樂將在拉丁美洲試點酒精 Topo Chico 飲料今年晚些時候。該新產品的消息早前由業界出版物《飲料摘要》報導。

Alcohol distribution is tightly regulated in the U.S. A Coke spokeswoman said the company hasn't finalized how it will distribute hard seltzer, which falls under the same regulatory category as beer. Some Coke distributors already hold licenses to carry beer.

一位可樂女發言人表示,酒精分佈在美國受到嚴格監管,該公司尚未確定將如何分配硬鎮壓器,這與啤酒屬於相同的監管類別。一些可樂經銷商已經持有攜帶啤酒的許可證。

Under James Quincey, who became chief executive in 2017, Coke has expanded beyond its core soft-drink franchises. It has launched coffee-infused sodas and an energy-drink version of its namesake cola, despite objections from its partner Monster Beverage Corp. It is also pruning some niche products, such as its Odwalla smoothies and juices.

在 2017 年成為首席執行官詹姆斯·昆西(James Quincey)的領袖下,可樂已經擴展到其核心軟飲料專營權之外。儘管其合作夥伴 Monster Drink Corp 提出異議,但它已經推出了注入咖啡的蘇打水和能量飲料版本的同名可樂,但它還修剪了一些利基產品,例如 Odwalla 冰沙和果汁。

During the pandemic, the company's biggest soda brands -- including Coke, Coke Zero Sugar and Sprite -- have sold well in grocery stores but have taken a hit from a steep drop-off in soda fountain sales.

在大流行期間,該公司最大的蘇打品牌(包括可樂,零糖可樂和雪碧)在雜貨店銷售良好,但在蘇打噴泉銷售中受到了打擊。

Write to Jennifer Maloney at jennifer.maloney@wsj.com

寫信給詹妮弗·馬洛尼 jennifer.maloney@wsj.com

(END) Dow Jones Newswires

(完) 道瓊斯通訊社

July 30, 2020 13:12 ET (17:12 GMT)

2020 年七月三十日 13:12 東部時間 (格林威治標準時間 17:12)

Copyright (c) 2020 Dow Jones & Company, Inc.

版權所有 (c) 2020 道瓊斯公司

譯文內容由第三人軟體翻譯。


以上內容僅用作資訊或教育之目的,不構成與富途相關的任何投資建議。富途竭力但無法保證上述全部內容的真實性、準確性和原創性。
    搶先評論