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什么?百威改名叫“美国”!

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2020年08月29日

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什么?百威改名叫“美国”!

为了迎合美国大选,百威决定在大选期间改名叫“美国”(America),百威说了,该计划完全处于对美利坚的热爱,绝对不是因为销量差而想出来的噱头。不管他是不是最爱国的啤酒,反正接下来的场景会是:“干杯!干了这杯美利坚!”。

测试中可能遇到的词汇和知识:

capitalize 利用(等于capitalize)['kæpitəlaiz]

combative 好战的;好事的['kɒmbətɪv]

confounded 困惑的;糊涂的[kən'faʊndɪd]

brewer 啤酒制造者;阴谋家['bruːə]

capitalization 市值;资本化[,kæpɪtəlɪ'zeʃən]

craft beer 精酿啤酒

slogan 标语;呐喊声['sləʊg(ə)n]

阅读马上开始,建议您计算一下阅读整篇文章所用的时间,对照下方的参考值就可以评估出您的英文阅读水平。

如果您读完全文用时为: 那么,您的阅读速度相当于 每分钟阅读的英文单词数

2分19秒 母语为英语者的朗读速度 140

1分25秒 母语为英语的中学生的阅读速度 250

1分43秒 母语为英语的大学生的阅读速度 350

0分36秒 母语为英语的速读高手 1000

Budweiser renames its beer ‘America’ (363words)

By Anna Nicolaou in New York

-----------------------------------------------------

In a bid to capitalise on US election fever during the busiest season for beer sales, Budweiser will replace its name with ‘America’ on the front of its 12-oz cans and bottles from May 23 until the presidential vote in November.

The rebranding will be part of a campaign titled “America is in Your Hands”, aiming to “remind people . . . to embrace the optimism upon which the country was first built,” the company said.

Budweiser’s campaign comes amid a historically combative US presidential race, as two candidates with unfavourable ratings appear set to battle it out and as the rise of Donald Trump has confounded expectations.

It also coincides with the critical summer months during which US brewers draw about one-third of sales in the $106bn market. This will be the “most patriotic summer that this generation has ever seen,” said Ricardo Marques, vice-president of Budweiser, citing the summer Olympic Games.

“This is a bold move. It’s a bit like if Apple changed its name to ‘innovation’, because one of the core associations of (Budweiser) is already America,” said Scott Galloway, a professor at New York University. “It could be a stroke of genius, but I think it’s a risky change . . . to what is arguably one of the world’s greatest brands.”

Budweiser is owned by AB InBev, the Belgian-Brazilian company that is the world’s largest brewing group by market capitalisation.

AB InBev, which reported disappointing first-quarter earnings due to softness in Brazil and North America, has looked to cut costs and raise prices to cope with slow growth. It is awaiting regulatory approval of its $106bn takeover of rival SABMiller.

Budweiser’s US market share, which fell by 25 basis points in the first quarter, has slipped in recent years as consumer tastes have shifted away from large commercial brands in favour of craft beers, which now command 21 per cent of the market according to the Brewers Association, an industry group.

Budweiser’s “king of beers” slogan will be replaced with “E Pluribus Unum” and lyrics from the “Star Spangled Banner” and “America the beautiful” will appear on the new packaging. Budweiser will also promote the cans and bottles in a TV commercial on June 1.

请根据你所读到的文章内容,完成以下自测题目:

1. When will Budweiser replace its name with ‘America’?

A. November

B. June

C. May

D. July

2. When is the peak period for brewers?

A. spring

B. summer

C. winter

D. autumn

3. Which one of the following is not right?

A. Apple changed its name to ‘innovation’.

B. AB InBev is the world’s largest brewing group.

C. Budweiser is owned by AB InBev.

D. The slogan will be replaced too.

4. Who is large commercial brewer brands’ strong competitor in US as mentioned?

A. wines

B. white spirits from China

C. cocktail

D. craft beers

[1] 答案 C. May

解释:百威计划从5月23日开始,将“百威”(Budweiser)更名为“美国”(America)。

[2] 答案 B. summer

解释:对啤酒商来说夏季是他们的销售旺季,因此对他们尤为关键。

[3] 答案 A. Apple changed its name to ‘innovation’.

解释:Scott Galloway只是用苹果重命名来举例,并不是苹果真的改名字了。

[4] 答案 D. craft beers

解释:在美国大型的商业啤酒品牌的市场份额大幅下降,因为消费者转而支持精酿啤酒。


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