经纪公司称中国的威士忌泡沫越来越大_BEC初级作文

经纪公司称中国的威士忌泡沫越来越大

"The Japanese consumer acquired a taste for premium Scotch and many deluxe brands, such as Johnnie Walker Gold Label, were launched exclusively for the Japanese market. But Japanese consumption was increasingly not on the back of increased connoisseurship, rather it was price-insensitive executives spending on the corporate credit card," writes Redburn.

Redburn写道，日本消费者喜欢喝优质威士忌，很多奢侈品牌都是专门面向日本市场推出的，尊尼获加金牌 ((Johnnie Walker Gold Label)威士忌就是其一。但日本威士忌消费越来越依赖刷公司的信用卡且不在意价格的企业高管，而不是人们鉴赏能力的提高。

Then came the bust in the early 1990s, and the bursting of the Japanese whisky bubble which Scotch makers were not prepared for.

然而接下来90年代初期经济泡沫的破灭以及日本威士忌泡沫的破灭让酿酒公司猝不及防。

"If consumption is based on fashion or corporate expense accounts then there is no inherent brand equity to weather a downturn in either the economic or fashion cycle," says Redburn.

Redburn说，如果威士忌消费的基础是时尚或公司报销，那么就没有内在的品牌价值来抵挡经济周期或时尚周期的下行。

Diageo PLC, which on Wednesday announced plans to invest more than 1 billion pounds (US$1.52 billion) in Scotch whisky production over the next five years concentrating on emerging markets, produces a premium vodka in China exclusively for that market, called Shanghai White. In Shanghai, it runs the Johnnie Walker House, where, according to its website, it is "an embassy for whisky culture."