【正文】 uation metrics the other perks and strong growth prospects could make this deal look nicely priced in the end. 譯文： 可口可樂在中國的妙舉 可口可樂以 24億美金收購了中國果汁制造商匯源，股市對此好像并不感冒，至少最初幾天是這樣。其中愛爾蘭的人均能量飲料消費為最高，達到人均 ，緊隨其后的是澳大利亞和瑞士，分別達到 。 英國、德國和西班牙占到了西歐市場 56%的份額，而法國則是增長最快的市場，要知道在法國?；撬嵩唤棺鳛槭称吩隙嗄辏渲钡阶罱艅偙唤饨?。同時這也造成生產商們將關注重點轉移 至零售渠道。 在 MBG 國際品牌評選中，可口可樂的 Burn 飲料已經超過 Shark 飲料升至銷量榜第二名，而其 Relentless 飲料排名第五。 雖然可口可樂的 Relentless 及其他競爭者也推出了多種包裝和規(guī)格（譬如已經推出 500毫升裝的 Relentless）。 紅牛作為一家擁有數十億銷售額的飲料細分市場的先驅，將繼續(xù)領跑西歐能量飲料市場，牢牢占據 60%的市場份額。 沒有任何跡象顯示消費者對能量飲料的熱情會有所減少。 消費者對飲料品種細分的審美疲勞已經嚴重打擊了行業(yè)內瓶裝水和碳酸飲料的銷售，但這絲毫沒有影響到能量飲料在市場中的持續(xù)走俏。 兩家都推出了 16盎司包裝的飲料，售價 99美分。 這幾年碳酸飲料的銷售一直在下滑，而使用高果糖玉米糖漿的飲料的消費者在增長?！?Kent說道。行業(yè)觀察者說廣告“大戰(zhàn)”是用來吸引消費者重新回到碳酸飲料，在購買者準備省錢的時候，這種便宜的（碳酸飲料）愛好更有吸引力。” Kent說：“就你如何觸及到你的消費者而言，你花出的金錢更有回報” 除了可口可樂商標以外，該公司還銷售雪碧，芬達， VitaminWater， Dasani瓶裝水和 Minute Maid橙汁。” Kent 同時表示目前環(huán)境下，廣告投入的現(xiàn)金更有威力，公司計劃保持品牌提升推廣方面的開支。ve said, there are many opportunities: We will not waste this crisis, he told financial analysts at the Consumer Analyst Group of New York conference. We feel we will emerge out of this stronger. Kent also said advertising dollars are more powerful in this environment, and the pany planned to keep spending to promote its brands. The airwaves are cleaner, the cost of advertising is much lower, Kent said. You get much better bang for your buck, in terms of how you reach consumers. In addition to trademark Coke, the pany sells Sprite, Fanta, VitaminWater, Dasani bottled water and Minute Maid orange juice. Atlantabased Coke launched a new global marketing campaign last month that is running simultaneously with a push by PepsiCo Inc., the second biggest beverage maker. Industry watchers say the ad blitzes are designed to lure American consumers back to soft drinks, a cheap indulgence that appeals to shoppers who want to spend less. We deliver simple moments of pleasure, Kent said. CocaCola Co. and PepsiCo, based in Purchase, ., both have said their focus will be to turn around the market for soda in North America. Soft drink sales have been in decline for years as consumers grew concerned about the highfructose corn syrup that sweetened the drinks. The drinks makers hope innovations like steviabased sweetener will help stem falling sales and eventually bring revenue growth back in line with population growth. Both have also introduced 16ounce drink sizes to be sold for 99 cents. Shares of Coke fell 35 cents to $ in midday trading while PepsiCo shares fell 45 cents to $. Category fatigue that has blighted other segments of the beverage industry such as bottled water and carbonated drinks, is not affecting energy drinks which continue to draw in more and more users. Figures on the drinks scene in Western Europe piled by beverage market analyst, Zenith International, reveal a market valued at € in 2021, with growth at 11 per cent over the previous year, for a total of 487m litres. Sales would broach 700m litres in 2021. There are no signs of a slowdown as consumer acceptance of energy drinks builds. Zenith predicts growth of eight per cent for the next five years. Multibillion selling, category pioneer, Red Bull, will continue to dominate sales in Western Europe – it continues to hold about 60 per cent of the market