2017年12月英语四六级备考资料:白酒热潮

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　　2017年12月全国大学英语四六级考试已进入备考冲刺阶段——【点击查看各科目练习汇总】。文都四六级小编给各位考生整理了关于2017年12月英语四六级备考资料：白酒热潮：茅台酒在全球扩张中达到了令人炫目的新高度的相关阅读内容，希望考生能够受用。
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Baijiu boom: Moutai shares hit dizzy new heights amid global expansion

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　　Kweichow Moutai, arguably China’s most recognizable alcohol brand, saw its share price hit an all-time high on Tuesday after rising 80 percent since October 2016. The world’s largest liquor company, Moutai still remains relatively unknown in the West despite having a reported market capitalization in excess of 100 billion US dollars – but can its fiery spirit set the world alight?
　　Walk through the central business district of any major Chinese city, and you’ll likely see the Moutai logo in neon lights on top of a high-rise building. While baijiu remains a niche product overseas, it has forged a huge domestic market despite potential barriers like the recent anti-corruption campaign and changing drinking habits.
　　Moutai's liquor – distilled in southwest China’s Guizhou Province since the Qing Dynasty – overtook Diageo (owner of brands like Smirnoff, Johnnie Walker and Guinness) to become the world’s biggest alcohol company earlier this year. On Tuesday, Kweichow Moutai had a reported market capitalization of 676.68 billion yuan (102.56 billion US dollars), after shares soared to an all-time peak of 540.19 yuan as markets closed.
　　Progressive, historic
　　Kweichow Moutai Group, despite its history, has shown that it is a progressive company not afraid to move with the times. It announced in September that the number of brands operating under the Moutai name would fall from 214 to 59, to prevent poor quality liquor from staining the original spirit’s reputation and to stop overuse of the Moutai brand in advertising.
　　Moutai was the drink that Chairman Mao used to toast US President Nixon in his groundbreaking 1972 visit to China, and the history, prestige and quality of this aromatic drink means bottles of vintage Moutai can fetch millions of yuan at auction. A one liter bottle of the classic Moutai Feitian version of the drink sells for 3,500 yuan (530 US dollars) online, eclipsing prices for some of the world’s finest and most renowned whisky and cognac brands.
　　‘An exciting moment for our baijiu market’
　　While Moutai is clearly a domestic success story, is there scope for expansion overseas? Jenny Chiu, Moutai’s business manager in Australia, told CGTN that the brand has grown rapidly overseas in recent years, saying “it is an exciting moment for our baijiu market.”
　　That growth can be put down to changes in the customers buying Moutai, with Chiu saying that while the market is still dominated by local and overseas Chinese males aged 30-50, “local Australians, businesses with Asia links and western restaurants and bars” are leading a demographic shift, with an “increasing demand” from females and young customers (aged 25-40) suggesting baijiu could be the next big trend in Australia’s bars and restaurants.
　　“After the craze for sake and whisky, what’s next?” says Chiu, who agrees that Moutai is becoming a drink of choice for hipsters, citing “unprecedented inquiries” for the 2017 Australia Moutai Cocktail Competition.
　　According to Chiu, Moutai is becoming more visible in Australian bars and restaurants, but because of limited supply overseas, many other bars and restaurants keep it “off menu,” only offering it “to connoisseurs who know and ask for it.”
　　‘Ambitious and unprecedented’
　　Liu Yuan of CNS Imports – the oldest and largest supplier of baijiu to the US – agrees that Moutai “will surely become a well-known premium liquor brand around the world.”
　　Liu told CGTN that the brand has been “making consistent efforts” to go beyond Chinese liquor’s “traditional customer base in foreign markets,” a move that he calls “ambitious and unprecedented in the baijiu market.”
　　Moutai’s impressive expansion both at home and abroad is set to continue according to Morgan Stanley, which surprisingly points to driverless vehicles as a potential spark for the global liquor industry which, its recent report argues, has been affected by stringent rules on drink driving.
　　The report, titled “Shared autonomous mobility: The solution to drinking and driving?” says Kweichow Moutai is one of the “best positioned” liquor companies to benefit from driverless technology, which could “add 80 basis points of annual revenue growth to the industry's sales for the next 10 years.”
　　The report even suggests that future widespread adoption of driverless and autonomous vehicles means “more opportunities to drink before getting in the car… [And] more opportunities to drink while in the car.”
　　Whether or not Americans and Australians will be toasting each other with glasses of baijiu in driverless vehicles in the near future remains to be seen, but as Liu Yuan told CGTN, “Moutai is in a unique position” as it looks to reach the next level of its overseas expansion strategy.
　　原文来源：CGTN
　　文都四六级小编整理参考译文：
白酒热潮:茅台酒在全球扩张中达到了令人眩晕的新高度
　　中国最知名的酒类品牌Kweichow Moutai周二的股价创下历史新高，自2016年10月以来上涨了80%。这家全球最大的白酒公司，尽管市值超过1000亿美元，但在西方仍相对不为人知，但它的火爆精神能否点燃世界?
　　穿过中国任何一个大城市的中央商务区，你可能会看到位于高层建筑顶部的霓虹灯标志。尽管白酒在海外仍是一种利基产品，但它已经打造了一个巨大的国内市场，尽管最近的反腐运动和改变饮酒习惯等潜在障碍。
　　今年早些时候，茅台在中国西南部贵州省的茅台酒(Moutai)酿造的酒，超过了帝亚吉欧(包括Smirnoff、Johnnie Walker和Guinness等品牌的所有者)，成为世界上最大的酒类公司。周二，贵州茅台市(Kweichow Moutai)公布的市值为6766.8亿元(1025.6亿美元)，此前股市收盘上涨至540.19元的历史高点。
　　进步和历史
　　贵州茅台集团(Kweichow Moutai Group)尽管历史悠久，但已表明它是一家敢于与时俱进的进步公司。今年9月，该公司宣布，在Moutai品牌下运营的品牌数量将从214家减少到59家，以防止质量低劣的烈酒玷污原有精神的声誉，并停止在广告中过度使用茅台品牌。
　　茅台酒(Moutai)是毛主席在1972年对中国的开创性访问中曾为美国总统尼克松(Nixon)敬酒的饮料，而这种芳香饮料的历史、声望和质量意味着，古董瓶可以在拍卖会上卖出数百万元。一公升瓶装的经典茅台酒在网上售价3500元(530美元)，超过了世界上最好的和最著名的威士忌和干邑品牌的价格。
　　“对我们的白酒市场来说，这是一个激动人心的时刻。”
　　虽然茅台显然是一个国内的成功案例，但海外扩张的空间有吗?Moutai驻澳大利亚的业务经理Jenny Chiu告诉CGTN，该品牌近年来在海外迅速增长，称“这是我们白酒市场的一个激动人心的时刻。”
　　增长可以归因于顾客购买茅台的变化,Chiu说,尽管市场仍由本地和海外华人30 - 50岁的男性,“当地澳洲人,企业与亚洲链接和西方餐馆和酒吧”是主要的人口结构的变化,与女性和年轻客户的“需求”提出白酒将成为下一个大趋势在澳大利亚的酒吧和餐馆。
　　“在热清酒和威士忌之后，接下来是什么?”Chiu表示，Moutai正成为“潮人”的首选饮品，他以“前所未有的调查”为2017年澳大利亚Moutai鸡尾酒比赛。
　　根据Chiu的说法，茅台在澳大利亚的酒吧和餐馆里越来越显眼，但由于海外供应有限，许多其他酒吧和餐馆都将它“关闭”，只提供给那些知道并要求它的鉴赏家。
　　“雄心勃勃的和前所未有的”
　　中国最大的白酒供应商——CNS进口公司的刘源(Liu Yuan)认为，茅台酒“肯定会成为世界上知名的优质白酒品牌”。
　　刘对CGTN表示，该品牌一直在“努力”超越中国白酒的“外国市场传统客户群”，他称此举“在白酒市场雄心勃勃，史无前例”。
　　Moutai在国内外的令人印象深刻的扩张计划将继续根据摩根士丹利(Morgan Stanley)的说法，该公司出人意料地指出，无人驾驶汽车是全球白酒行业的潜在火花。该公司最近的一份报告称，该行业受到了严格的酒后驾驶规则的影响。
　　该报告题为“共享自主行动:饮酒和驾驶的解决方案”。Kweichow Moutai是“最佳定位”白酒公司之一，从无人驾驶技术中获益，该公司可以“在未来10年里为该行业的销售额增加80个基点的年度收入增长。”
　　报告甚至暗示,未来广泛采用无人驾驶和自动车辆意味着“更多机会喝之前在车里…和更多机会喝而在车里。”
　　美国人和澳大利亚人是否会互相敬酒杯白酒无人驾驶汽车在不久的将来仍有待观察,但随着刘元告诉CGTN,“茅台独特的地位”看起来达到下一个级别的海外扩张战略。
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