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A Cup of Coffee, A Lifestyle
一杯咖啡，一种生活
The current recession may be most serious since the 1930s, but these are boom times at Nespresso — the seemingly omnipresent brand of coffee and coffee makers owned by the Swiss food giant Nestle.
这次经济衰退可能是上个世纪30年代经济大萧条之后最严重的一次了，但是同时也是Nespresso咖啡的蒸蒸日上的时期一这个隶属瑞士食品大亨雀巢的咖啡品牌几乎无所不在。
Presenting its 2008 earnings, Nestle said sales of Nespresso products grew 30 percent in 2008， taking annual revenue past its goal of 2 billion Swiss francs, two years ahead of schedule.
以该公司在2008年的收入为例，雀巢表示Nespresso在2008年的产品销售上升了30个百分点，年收入超过了预计的20亿瑞士法郎的目标，比原计划提前2年达到目标。
Though it represents about 5 percent of overall Nestle sales of 110 billion francs, Nespresso is now the fastest growing among the most important brands at a company that owns household names like Perrier water, Maggi sauce, Felix cat food and，of course, Nestle chocolate.
尽管只占到雀巢产品1100亿法郎销售额的5%，Nespresso现在在所有家喻户晓的品牌中发展最为迅速。这些品牌包括沛绿雅矿泉水、美极酱油、菲利克斯猫食，当然还有雀巢巧克力。
Nespresso's chief executive, Richard Girardot, was low key about his division’s performance. "These are pleasing results, especially given the overall economic situation," he said.
Nespresso的总裁理査德·希拉多特对自己部门的表现显得非常低调。他说：“这些结果很让人满意，特别是在这样的经济全局环境中。”
While Starbucks usually gets credit for standardizing coffeehouse culture and taking it around the world, Nespresso is credited with standardizing premium coffee in the workplace and at home through its pod machine, which brews a cup at a time from small aluminum capsules that hold just enough grounds for a serving.
当星巴克开始以标准的咖啡馆文化为人所称道并且将其推向全球的时候，Nespresso则以通过使用他们的圆磨咖啡机能在工作场所和自家享受到优质咖啡为人所赞扬，只要将铝制胶囊里的咖啡粉加到咖啡机里，就可以享受到一杯咖啡了。
Nestle probably did not invent the idea of the pod — the Italian coffee maker Illy claims that. But it parlayed it into a global marketing phenomenon.
意大利的咖啡制造商Illy表示：关于销售咖啡豆的点子，可能并非是雀巢自己想出来的。但是雀巢却将其发扬光大并且使其发展成全球性营销现象。
The brand is distributed in 50 countries and employs more than 2,500 worldwide. Most sales come from Europe, but it is also available in Latin America and North America and has made inroads in traditional tea markets like Asia.
该品牌的产品在全球50多个国家有售，并且在全球范围内拥有超过2500名员工。大部分的销售额都是来自欧洲，但是在拉丁美洲和北美洲也可以购买到他们的产品，它们甚至对亚洲的传统茶市场也造成了冲击。
Nespresso now has about 175 boutique storefronts where customers can buy machines, capsules and accessories, sip coffee and taste the lifestyle.
Nespresso现在拥有175家精装店面。在这些店铺里顾客可以购买咖啡机、胶囊容器和其他的周边产品，也可以一边啜饮咖啡一边品味这种精致生活方式。
And that lifestyle does not come cheap. The coffee machines, which are co-branded, range from basic models by Krups and Magimix, which cost 149 euros ($189) at the Paris store, to a deluxe Miele digital model at 1,849 euros, not including installation.
不过这种生活方式可不便宜。咖啡机是合资生产，价格也各不相同，在巴黎门店中最基本的Krups和Magimix咖啡机售价为149欧元(折合189美元），豪华版的Miele数码咖啡机售价为1849欧元，还不包括安装费用。
The makers keep the profit from the machines. Nespresso sells the coffee pods, which are available only through Nespresso boutiques, online and by telephone. It charges around 45 cents to 50 cents for each capsule, which contains 5.5 grams to 7 grams of coffee. That price is seven to eight times the price of Colombian ground coffee in French supermarkets.
制造商可以从销售咖啡机中获利。Nespresso还出售咖啡豆，并且只能在他们的店面购买或是通过网络和电话订购购买。每个胶囊售价45—50美分,能够分 别盛载5.5—7克的咖啡。这个价格是法国超市里哥伦比亚研磨咖啡价格的7—8倍。
In the heart of Nespresso's flagship Paris store on the Champselysees, there was a sense of restlessness on a recent afternoon. The lines, six or seven deep at five cash registers, were not moving fast enough for customers eager to replenish their coffee capsules.
在位于法国香榭丽舍大道的Nespresso旗舰店里，最近的一个下午那里满是一派熙熙攘攘的景象。大概只能容纳6—7人的5个收银通道，对那些急于为他们的胶囊续杯的顾客来说队伍移动得还不够快。
While strong in Europe, Nespresso has not done as well in the United States，where Senseo is the market leader with 44 percent of pod sales. Nespresso went into that market quietly in 1993，seven years after it started in Switzerland.
虽然在欧洲销售强劲，但是Nespresso在美国的表现则差强人意，沁心浓咖啡以占市场咖啡豆总销售量44%的销售额成为该地区的领军品牌。在瑞士开创品牌后的第七年，Nespresso在1993年默默地进人了市场。
But marketing experts also note that the company is selling not just coffee, but also aspiration: buy the product, taste the lifestyle. It does this in obvious and subtle ways, from calling its specialty coffee blends "grand cru" to sponsoring elite events like America’s Cup yachting, the French Open tennis tournament and the Cannes Film festival-and, through the use of George Clooney as a spokesman.
不过营销专家同时也注意到这家公司不仅仅只是在销售咖啡，而是也销售着渴望：购买他们的产品，享受他们的生活方式。这种营销概念在大张旗鼓地宣传的同时也在潜移默化地进行着，从称呼他们特有的混合咖啡“葡萄庄园”到赞助了一些精英界的活动，例如美国杯帆船赛，还有法国网球公开赛和戛纳电影节——甚至还聘请了乔治·克鲁尼担任形象代言人。
