什么？百威改名叫“美國(guó)”！

什么？百威改名叫“美國(guó)”！

為了迎合美國(guó)大選，百威決定在大選期間改名叫“美國(guó)”（America），百威說(shuō)了，該計(jì)劃完全處于對(duì)美利堅(jiān)的熱愛(ài)，絕對(duì)不是因?yàn)殇N(xiāo)量差而想出來(lái)的噱頭。不管他是不是最?lèi)?ài)國(guó)的啤酒，反正接下來(lái)的場(chǎng)景會(huì)是：“干杯！干了這杯美利堅(jiān)！”。

測(cè)試中可能遇到的詞匯和知識(shí)：

capitalize 利用（等于capitalize）['k?pit?laiz]

combative 好戰(zhàn)的；好事的['k?mb?t?v]

confounded 困惑的；糊涂的[k?n'fa?nd?d]

brewer 啤酒制造者；陰謀家['bru??]

capitalization 市值；資本化[,k?p?t?l?'ze??n]

craft beer 精釀啤酒

slogan 標(biāo)語(yǔ)；吶喊聲['sl??g(?)n]

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Budweiser renames its beer ‘America’ （363words）

By Anna Nicolaou in New York

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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.

請(qǐng)根據(jù)你所讀到的文章內(nèi)容，完成以下自測(cè)題目：

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

解釋?zhuān)喊偻?jì)劃從5月23日開(kāi)始，將“百威”(Budweiser)更名為“美國(guó)”(America)。

[2] 答案 B. summer

解釋?zhuān)簩?duì)啤酒商來(lái)說(shuō)夏季是他們的銷(xiāo)售旺季，因此對(duì)他們尤為關(guān)鍵。

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

解釋?zhuān)篠cott Galloway只是用蘋(píng)果重命名來(lái)舉例，并不是蘋(píng)果真的改名字了。

[4] 答案 D. craft beers

解釋?zhuān)涸诿绹?guó)大型的商業(yè)啤酒品牌的市場(chǎng)份額大幅下降，因?yàn)橄M(fèi)者轉(zhuǎn)而支持精釀啤酒。