VOL.103
Speeding
up the 'pour-fect' pint -
Birmingham
高品質ブランドビール〜素早くサーブ
( 2002-03-07 )
 ビールもブランド力のある高品質の時代へと変わりつつある。
|
You
used to know where you stood with a pint of beer.
But times are changing, and glitz, glamour and
speed is the image brewers are after now. Western
Europeans are no longer drinking the amount of
beer they used to, so brewers are moving their
sales strategies away from trying to sell more
beer to selling more expensive beer
|
| 以前にはなかったが今はこうです |
"Probably
around a quarter of our business now comes from
brands that didn't exist a year ago, so you have
to keep moving forward and finding new and
different offerings to keep consumers interested
in our market. |
| 消費者は多様化 |
"There's
lots of different ways consumers can spend their
disposable cash these days, so we've got to work
hard if we want them to spend it in the beer
category." |
| クアーズはこんな”新兵器”を開発、冷たさをキープ |
Coors,
which recently took control of Bass Brewers, has
come up with a "smart" beer that stays
cool right to the bottom of the glass. New
technology at the pump creates ice crystals,
keeping the temperature low for longer. |
| Coors
isn't the only brewer racing to innovate.
Carlsberg enlisted the help of the University of
Birmingham to research the fast-pour pint and
says it's found the answer with its new Vortex
tap, which it claims will pour the perfect pint
in 14 seconds, at the perfect temperature, and
with the perfect 1-inch head. |
カールスバーグはさらに精密な14秒でトップから1インチぴったりにつぐマシンをバーミンガム大学の協力で作った |
| Carlsberg's
Vortex pump not only about boosting bartenders'
pouring speed, it's also part of a $39 million
marketing spree designed to take the brand up-market.
|
そのマーケティング効果はこんなにもある |
| And
in this brave new brewing world, it seems nothing
is sacred. Even Guinness is ditching its two-minute
perfect pint, aiming instead for a 15-second pour.
|
ギネスも15秒マシンを投入 |
| We've
seen trends lately with beer, it's all been
dominated by premium beers, that's the rising
trend, especially in the UK, and you see a
similar thing happening in the U.S.,"
says Ann Nugent of Euromonitor. "So
it's really your fashion-conscious, brand-led,
high-spending consumers, young consumers, that
are the cutting edge of the innovation. They're
the first ones that'll go for that kind of thing
anyway. And that's where it's likely to continue
to develop."
|
この傾向はイギリスからアメリカへ、トレンドはこのようにして広がっていく。 |
pint
= half of liter ( care pronunciation )
it's really your fashion-conscious, brand-led, high-spending
consumers, young consumers, that are the cutting edge of
the innovation.
fashion-conscious / brand-led / cugtting edge of the
innovation = 常套句
Go to CNN
World / Speeding up the 'pour-fect' pint
Go to CNN VTR / Searching
for the perfect pint ( Brewers are
trying to improve lagging beer sales with innovative
products, as CNN's Liz George reports = この記事のリポートをＶＴＲで ）
|
