英国卫报:小冰块下的大生意(6)

Britain took its first tentative steps towards ice enlightenment at the turn of the millennium¹.

在千禧年之交，英国试探性地迈出了冰启蒙的第一步。

In an echo of how ice had reinvigorated American cocktail² culture in the early 20th century,

这与20世纪初冰如何复兴美国鸡尾酒文化如出一辙，

leading to the creation of whole categories of drinks – juleps, smashes, cobblers – British marketing³ teams began to realise

各种饮料丛生——朱利酒、碎酒、补鞋酒——英国的营销团队开始意识到，

abundant ice's potential as a means of altering customers' perceptions about a product, and ice emerged as the central component⁴ of several hugely popular campaigns.

冰块可以作为一种改变顾客对产品看法的手段且潜力巨大，至此冰块成为了几个广受欢迎的方案的主力。

The first was Magners, the Irish cider brand that would come to dominate pub beer gardens during the World Cup summer of 2006.

第一个是麦格纳斯，这一爱尔兰苹果酒品牌在2006年世界杯期间称霸了酒吧的啤酒花园。

The accompanying advertising⁵ campaign would be credited by trade publications for almost single-handedly revitalising the ailing⁶ cider industry,

行业刊物将随之而来的广告宣传活动誉为几乎是单枪匹马振兴了濒临破产的苹果酒行业，

rehabilitating⁷ its public perception as a "cheap intoxicant" and transforming it, as described in these pages, into "the new chardonnay".

恢复了公众对苹果酒“廉价买醉”的看法，并将其描述为“新的霞多丽白葡萄酒”。

The secret – as anyone unable to forget the clink-and-hiss sound effect that concluded Magners's sun-dappled TV spot will attest⁸ – was ice, and lots of it.

秘密是冰，而且是大量的冰——任何人都无法忘记麦格纳斯斑驳的电视广告中的叮当声和嘶嘶声效。

The campaign struck a chord with consumers, and other brands raced to introduce their own ice-led offerings.

这一营销活动引起了消费者的共鸣，其他品牌纷纷推出了自己的冰主导产品。

In 2010, seeking to find an audience for its new crushed ice product, The Ice Co twinned with Bacardi Limited on a series of campaigns featuring brand names such as Bombay Sapphire⁹,

2010年，为了为其新碎冰产品寻找受众，The Ice Co与Bacardi Limited合作推出了一系列以孟买蓝宝石等品牌为主题的活动，

Martini and Bacardi on its ice bags, accompanied by a photo of an appealing-looking cocktail heavy on the ice – an education drive intended to teach consumers how to make the perfect cocktail to serve at home.

冰袋上印有马提尼和巴卡第，并配了一张看起来很吸引人的冰鸡尾酒的照片，这是一项教学活动，旨在教会消费者如何调制适合自己在家享用的完美鸡尾酒。

In 2011, Moet Hennessey attempted to replicate¹⁰ the Magners magic with Moet Ice Imperial, "the first champagne¹¹ specifically designed to be served over ice".

2011年，酩悦轩尼诗试图用酩悦冰帝国来复制麦格纳斯的魔力，“这是第一款专门设计的加冰香槟。”

The ice-cubes-in-wine trend would reach its logical conclusion five years later with the popularisation of frose, essentially¹² a rose wine-flavoured Slush Puppy.

5年后，随着冰桃红鸡尾酒的流行，在酒里放冰块的趋势有了一个合理的定义，其本质上就是一种玫瑰酒口味的Slush Puppy(饮料名)。

More recently, the staggering success of the Aperol Spritz has been explained by its Instagrammable bright orange colour and sophisticated aperitivo-culture heritage.

最近，阿佩罗开胃鸡尾酒的巨大成功要归功于其值得上传到Ins的亮橙色和复杂的开胃酒文化传统。

But those investigating the trend might also note that unlike one of its ingredients – that millennials' favourite, prosecco – the spritz is always served on the rocks.

但那些研究这一趋势的人可能也会注意到，与它的成分之一——千禧一代的最爱，普罗塞克酒——不同的是，阿佩罗开胃鸡尾酒总是加冰块的。

All these campaigns raised the public's expectations of drinking outside the home.

所有这些营销活动都提高了公众对外出饮酒的期望。

Pubs that might once have doled¹³ out a miserly single cube now had to shovel¹⁴ pint¹⁵ glasses full to the brim;

酒吧以前可能只会提供一小块冰块，而现在不得不品脱玻璃杯塞得满满的。

the distinctive¹⁶ sound of ice chinking on glassware or rattling¹⁷ in plastic party cups became the soundtrack of the British summer.

冰块在玻璃器皿上或在塑料派对杯子里叮当作响的独特声音成为了英国夏天的音乐。

Within The Ice Co, they call it "the clink effect": the power of ice to stir a host of associations within the consumer, all of them uplifting and positive.

The Ice Co内部称之为"叮当效应”：冰块的力量激起了消费者的一系列联想，所有这些联想都是令人振奋的、积极的。

1 millennium   

n.一千年，千禧年；太平盛世

参考例句：

• The whole world was counting down to the new millennium.全世界都在倒计时迎接新千年的到来。
• We waited as the clock ticked away the last few seconds of the old millennium.我们静候着时钟滴答走过千年的最后几秒钟。

2 cocktail   

n.鸡尾酒；餐前开胃小吃；混合物

参考例句：

• We invited some foreign friends for a cocktail party.我们邀请了一些外国朋友参加鸡尾酒会。
• At a cocktail party in Hollywood,I was introduced to Charlie Chaplin.在好莱坞的一次鸡尾酒会上，人家把我介绍给查理·卓别林。

3 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

4 component   

n.组成部分，成分，元件；adj.组成的，合成的

参考例句：

• Each component is carefully checked before assembly.每个零件在装配前都经过仔细检查。
• Blade and handle are the component parts of a knife.刀身和刀柄是一把刀的组成部分。

5 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

6 ailing   

v.生病

参考例句：

• They discussed the problems ailing the steel industry. 他们讨论了困扰钢铁工业的问题。
• She looked after her ailing father. 她照顾有病的父亲。

7 rehabilitating   

改造（罪犯等）( rehabilitate的现在分词 )； 使恢复正常生活； 使恢复原状； 修复

参考例句：

• a unit for rehabilitating drug addicts 帮助吸毒者恢复正常生活的机构
• She was more concerned about protecting the public than rehabilitating the criminal. 她比较关心保护百姓，而不大关心改造罪犯。

8 attest   

vt.证明，证实；表明

参考例句：

• I can attest to the absolute truth of his statement. 我可以证实他的话是千真万确的。
• These ruins sufficiently attest the former grandeur of the place. 这些遗迹充分证明此处昔日的宏伟。

9 sapphire   

n.青玉，蓝宝石；adj.天蓝色的

参考例句：

• Now let us consider crystals such as diamond or sapphire.现在让我们考虑象钻石和蓝宝石这样的晶体。
• He left a sapphire ring to her.他留给她一枚蓝宝石戒指。

10 replicate   

v.折叠，复制，模写；n.同样的样品；adj.转折的

参考例句：

• The DNA of chromatin must replicate before cell division.染色质DNA在细胞分裂之前必须复制。
• It is also easy to replicate,as the next subsection explains.就像下一个小节详细说明的那样，它还可以被轻易的复制。

11 champagne   

n.香槟酒；微黄色

参考例句：

• There were two glasses of champagne on the tray.托盘里有两杯香槟酒。
• They sat there swilling champagne.他们坐在那里大喝香槟酒。

12 essentially   

adv.本质上，实质上，基本上

参考例句：

• Really great men are essentially modest.真正的伟人大都很谦虚。
• She is an essentially selfish person.她本质上是个自私自利的人。

13 doled   

救济物( dole的过去式和过去分词 )； 失业救济金

参考例句：

• The food was doled out to the poor. 食品分发给了穷人。
• Sisco briskly doled out the United States positions on the key issues. 西斯科轻快地把美国在重大问题上的立场放了出去。

14 shovel   

n.铁锨，铲子，一铲之量；v.铲，铲出

参考例句：

• He was working with a pick and shovel.他在用镐和铲干活。
• He seized a shovel and set to.他拿起一把铲就干上了。

15 pint   

n.品脱

参考例句：

• I'll have a pint of beer and a packet of crisps, please.我要一品脱啤酒和一袋炸马铃薯片。
• In the old days you could get a pint of beer for a shilling.从前，花一先令就可以买到一品脱啤酒。

16 distinctive   

adj.特别的，有特色的，与众不同的

参考例句：

• She has a very distinctive way of walking.她走路的样子与别人很不相同。
• This bird has several distinctive features.这个鸟具有几种突出的特征。

17 rattling   

adj. 格格作响的, 活泼的, 很好的 adv. 极其, 很, 非常 动词rattle的现在分词

参考例句：

• This book is a rattling good read. 这是一本非常好的读物。
• At that same instant,a deafening explosion set the windows rattling. 正在这时，一声震耳欲聋的爆炸突然袭来，把窗玻璃震得当当地响。