一詞日曆：可口可樂和Costa合作推出罐裝咖啡，包裝還挺好看

2019.07.07

週日 Sunday

crave
 [kreɪv] 
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，外界預計，鑑於可口可樂的專長，該品牌的下一步舉措將是在全球市場推廣Costa的即飲咖啡。

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

現在，差不多一年過去了，這個預測是對的。

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品引入美國，但有望打入美國市場。

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軍咖啡領域，因爲咖啡是一種時尚，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對清晨的衝擊，而且隨着消費者越來越多地尋求更高級的選擇，企業發現，咖啡是一個有利可圖的市場。

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

美國國家咖啡協會(National coffee Association)的研究顯示，極品咖啡有史以來首次佔到總消費量的一半。

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.

消費者渴望方便，而這種簡單、方便的罐裝咖啡就能滿足他們的需求。魔多情報公司(Mordor Intelligence)報告稱，2018年，北美即飲咖啡產業的價值爲25億美元，預計到2023年，該行業的年複合增長率將達到2.7%，達到約26.5億美元。

However, this growth has come with fragmentation. 

然而，這種增長伴隨着碎片化。

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. 

隨着人們對單一服務、即飲、高檔咖啡的需求，以及黃油咖啡、益生菌和蛋白質含量高的CPG咖啡等一系列實驗性咖啡產品的需求出現，這個行業的增長很難進入。

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將有很多的競爭者。雀巢去年5月以71.5億美元收購了星巴克的零售產品，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瓶咖啡的多數股權。但不僅僅是大型食品企業在乘東風。越來越多的初創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的數據顯示，到2018年底，咖啡初創企業的融資規模有望超過10億美元。

crave attention/luxury 渴望得到關注/渴望奢侈的享受

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

吸菸者可能在一天中的某些時候特別想抽菸。

常見用法：

to crave for sth. 渴望得到某物