2019.07.07

周日 Sunday

crave
?[kre?v]?
v.渴望;迫切需要

图片来源:Costa

Coca-Cola's?Costa Coffee launches RTD beverage in the UK

可口可乐的Costa咖啡在英国推出即饮饮料

After Coca-Cola bought Costa Coffee for $5.1 billion last year, it was expected that given Coke's expertise, the next move for the brand would be to expand Costa's ready-to-drink coffee across markets globally.?

可口可乐去年以51亿美元收购了Costa Coffee,外界预计,鉴于可口可乐的专长,该品牌的下一步举措将是在全球市场推广Costa的即饮咖啡。

Now, almost a year later, that prediction is true.?

现在,差不多一年过去了,这个预测是对的。

The new line of canned coffee is spreading across Europe, and while the company hasn't yet committed to bringing the product stateside, there's potential for it in the U.S. market.??

新的罐装咖啡系列正在欧洲各地推广,虽然该公司尚未承诺将产品引入美国,但有望打入美国市场。

More companies have been moving into the coffee category because it is trendy and a money maker for brands.?

越来越多的公司开始进军咖啡领域,因为咖啡是一种时尚,也是品牌的摇钱树。

Not only do Americans continue to rely on java for an early morning jolt, but companies have found that it is a lucrative market to get into as consumers increasingly search for more premium options.?

美国人不仅一直依赖咖啡来应对清晨的冲击,而且随着消费者越来越多地寻求更高级的选择,企业发现,咖啡是一个有利可图的市场。

Gourmet coffee now represents half of all consumption for the first time in history, according to research from the National Coffee Association.

美国国家咖啡协会(National coffee Association)的研究显示,极品咖啡有史以来首次占到总消费量的一半。

By choosing to enter the ready-to-drink category, Coca-Cola is combining its enormous global distribution system with the growing popularity of on-the-go gourmet coffee.?

可口可乐选择进入即食饮料类别,是将其庞大的全球分销体系与日益流行的速溶极品咖啡相结合。

Consumers?crave?convenience and this easy, on-the-go canned coffee line could satisfy that. Mordor Intelligence reports that in 2018, the North American RTD coffee industry was valued at $2.5 billion and is expected to grow at a CAGR of 2.7% to about $2.65 billion by 2023.

消费者渴望方便,而这种简单、方便的罐装咖啡就能满足他们的需求。魔多情报公司(Mordor Intelligence)报告称,2018年,北美即饮咖啡产业的价值为25亿美元,预计到2023年,该行业的年复合增长率将达到2.7%,达到约26.5亿美元。

However, this growth has come with fragmentation.?

然而,这种增长伴随着碎片化。

With demand for single-serve, ready-to-drink, premium and a whole host of other experimental coffees like butter coffee, probiotic and protein-infused CPG coffee products, growth in this industry is difficult to tap into.?

随着人们对单一服务、即饮、高档咖啡的需求,以及黄油咖啡、益生菌和蛋白质含量高的CPG咖啡等一系列实验性咖啡产品的需求出现,这个行业的增长很难进入。

More brands are launching ready-to-drink coffee, so Costa will have a fair share of competition. Nestlé purchased Starbucks' retail products for $7.15 billion last May, which offers a variety of different RTD coffee beverages.?

更多的品牌正在推出即食咖啡,因此Costa将有很多的竞争者。雀巢去年5月以71.5亿美元收购了星巴克的零售产品,提供多种不同的即饮咖啡饮料。

And previously, Nestlé acquired Chameleon Cold-Brew and a majority stake in Blue Bottle Coffee. But it's not only Big Food taking advantage of this trend. More startups are also launching these ready-to-drink products.

此前,雀巢收购了变色龙冷冲泡咖啡和蓝瓶咖啡的多数股权。但不仅仅是大型食品企业在乘东风。越来越多的初创公司也在推出这种即食饮料。

Data from CB Insights shows that coffee startups were on pace to raise more than $1 billion by the end of 2018.

CB Insights的数据显示,到2018年底,咖啡初创企业的融资规模有望超过10亿美元。

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今日词汇

crave
?[kre?v]?
v.渴望;迫切需要

?

crave attention/luxury 渴望得到关注/渴望奢侈的享受

There may be certain times of day when smokers crave their cigarette.

吸烟者可能在一天中的某些时候特别想抽烟。

常见用法:

to crave for sth. 渴望得到某物