2019.07.07

周日 Sunday

crave
?[kre?v]?
v.渴望；迫切需要

圖片來源：Costa

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

可口可樂的Costa咖啡在英國推出即飲飲料

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.?

可口可樂去年以51億美元收購了Costa Coffee，外界預(yù)計(jì)，鑒于可口可樂的專長，該品牌的下一步舉措將是在全球市場(chǎng)推廣Costa的即飲咖啡。

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

現(xiàn)在，差不多一年過去了，這個(gè)預(yù)測(cè)是對(duì)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.??

新的罐裝咖啡系列正在歐洲各地推廣，雖然該公司尚未承諾將產(chǎn)品引入美國，但有望打入美國市場(chǎng)。

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

越來越多的公司開始進(jìn)軍咖啡領(lǐng)域，因?yàn)榭Х仁且环N時(shí)尚，也是品牌的搖錢樹。

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.?

美國人不僅一直依賴咖啡來應(yīng)對(duì)清晨的沖擊，而且隨著消費(fèi)者越來越多地尋求更高級(jí)的選擇，企業(yè)發(fā)現(xiàn)，咖啡是一個(gè)有利可圖的市場(chǎng)。

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

美國國家咖啡協(xié)會(huì)(National coffee Association)的研究顯示，極品咖啡有史以來首次占到總消費(fèi)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.?

可口可樂選擇進(jìn)入即食飲料類別，是將其龐大的全球分銷體系與日益流行的速溶極品咖啡相結(jié)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.

消費(fèi)者渴望方便，而這種簡(jiǎn)單、方便的罐裝咖啡就能滿足他們的需求。魔多情報(bào)公司(Mordor Intelligence)報(bào)告稱，2018年，北美即飲咖啡產(chǎn)業(yè)的價(jià)值為25億美元，預(yù)計(jì)到2023年，該行業(yè)的年復(fù)合增長率將達(dá)到2.7%，達(dá)到約26.5億美元。

However, this growth has come with fragmentation.?

然而，這種增長伴隨著碎片化。

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.?

隨著人們對(duì)單一服務(wù)、即飲、高檔咖啡的需求，以及黃油咖啡、益生菌和蛋白質(zhì)含量高的CPG咖啡等一系列實(shí)驗(yàn)性咖啡產(chǎn)品的需求出現(xiàn)，這個(gè)行業(yè)的增長很難進(jìn)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將有很多的競(jìng)爭(zhēng)者。雀巢去年5月以71.5億美元收購了星巴克的零售產(chǎn)品，提供多種不同的即飲咖啡飲料。

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，雀巢收購了變色龍冷沖泡咖啡和藍(lán)瓶咖啡的多數(shù)股權(quán)。但不僅僅是大型食品企業(yè)在乘東風(fēng)。越來越多的初創(chuàng)公司也在推出這種即食飲料。

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

CB Insights的數(shù)據(jù)顯示，到2018年底，咖啡初創(chuàng)企業(yè)的融資規(guī)模有望超過10億美元。

?

今日詞匯

crave
?[kre?v]?
v.渴望；迫切需要

?

crave attention/luxury 渴望得到關(guān)注/渴望奢侈的享受

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

吸煙者可能在一天中的某些時(shí)候特別想抽煙。

常見用法：

to crave for sth. 渴望得到某物