可口可樂公司斥資51億美元收購咖世家
Coca-Cola Co has agreed to buy the world's second largest coffee chain, Costa, from Britain's Whitbread Plc for an enterprise value of $5.1 billion.
日前，可口可樂公司同意以企業價值51億美元從英國公司惠特布萊德手裏收購全球第二大連鎖咖啡店“咖世家”。The purchase of Costa's almost 4,000 outlets thrusts the world's biggest soda company into one of the few bright spots in the sluggish packaged food and drinks sector.
可口可樂買下咖世家近4000家門店，使這家全球最大碳酸飲料公司成爲不景氣的包裝食品及飲料行業中爲數不多的亮點之一。Coke will use its distribution network to supercharge Costa's expansion as it chases coffee chain market leader Starbucks and its almost 29,000 stores across 77 markets.
可口可樂將利用旗下營銷網絡強力推動咖世家的業務擴張，以趕超星巴克的連鎖咖啡市場龍頭地位，星巴克目前在全球77個市場擁有近2.9萬家門店。
Beyond coffee shops, Coca-Cola CEO James Quincey, a Briton familiar with the UK brand, said Costa would provide an important growth platform ranging from beans to bottled drinks in an attractive category, growing by around 6 percent a year.
可口可樂的首席執行官詹鯤傑是一位熟悉該英國咖啡品牌的英國人，他表示，除了咖啡店，咖世家將提供一個涵蓋從咖啡豆到瓶裝飲料的重要成長平臺，這是個頗具吸引力的市場區塊，每年成長約6%。
Coke already sells some coffee, such as the Georgia brand in Japan, but lacks a global offering, Quincey said in a blog post here, highlighting Costa's retail footprint, roastery, supply chain and Costa Express vending system, which the company plans to expand.
詹鯤傑在一篇博文中稱，可口可樂已經在賣咖啡，比如在日本銷售Georgia品牌咖啡，但供應尚未擴展到全球範圍。他特別談到咖世家的零售網絡、烘焙工坊、供應鏈和Costa Express售貨系統，這是可口可樂計劃擴張的領域。"Coffee is one of the strongest growing categories in the world, and Coca-Cola needs to expand into coffee and hot drinks," he said.
他說道：“咖啡是全球增長最強勁的業務領域之一，可口可樂需要向咖啡和熱飲領域擴張。”Operating a retail chain marks a new challenge for 132-year-old Atlanta-based Coca-Cola, which mostly sells soft drink concentrates to a network of franchised bottlers.
運營一條零售業務鏈對總部位於亞特蘭大、有着132年曆史的可口可樂而言是一項新的挑戰。該企業主要向授權瓶裝商銷售濃縮軟飲料。It will face a fight, as rivals also are bulking up in a fragmented market, keen to attract young people prepared to pay out for barista-made drinks and developing a taste for more exotic coffees.
可口可樂將面臨激烈競爭，因爲在這個分化的市場中，競爭對手們也在摩拳擦掌想吸引願意爲咖啡師製作的咖啡買單的年輕人，並且在不斷開發更多口味獨特的咖啡。
