貝克漢姆的新目標 蘇格蘭威士忌

David Beckham has been trying out a series of new plays since retiring from soccer last year, including a line of fragrances and plans to buy a major league soccer club. Now, he's found another: Scotch whisky.

大衛・貝克漢姆(David Beckham)自去年掛靴退役以來嘗試了一系列新玩意，包括一個香水系列，以及購買一支大聯盟足球隊的計劃。現在他又找到了新目標：蘇格蘭威士忌。

Diageo PLC said Tuesday it has teamed up with Mr. Beckham to launch Haig Club--a newly created Scotch that 'showcases butterscotch and toffee.' It is the British drinks giant's latest attempt to attract new drinkers into the fast-growing whiskey category. Terms of the partnership--including any equity interest held by Mr. Beckham--weren't disclosed but Diageo said the former soccer star would help developing the brand, its strategy and positioning.

帝亞吉歐(Diageo PLC)週二說，其已經與貝克漢姆聯手推出Haig Club，這是一款“呈現出奶油糖果和太妃糖風味”的新品威士忌。此舉是這家英國飲料巨頭吸引新飲酒者嘗試增長迅速的威士忌酒類的最新嘗試。這項合作的具體條款（包括貝克漢姆持有的任何股權）未予披露，但帝亞吉歐說，貝克漢姆將幫助開發該品牌以及其戰略和定位。

Diageo said it is planning a global launch for Haig Club later this year, with prices starting at around $65 a bottle, according to a company spokeswoman. The brand will be part of Diageo's House of Haig, Scotland's oldest grain whiskey distiller.

帝亞吉歐發言人說，該公司計劃今年晚些時候在全球推出Haig Club，起價在每瓶65美元左右。這個品牌將成爲帝亞吉歐旗下House of Haig的產品之一，House of Haig是蘇格蘭最古老的穀物威士忌蒸餾廠。

'I'm proud to be working at the heart of a homegrown brand which has built an incredible heritage over 400 years,' Mr. Beckham said.

貝克漢姆說，能夠爲一個在400多年的時間裏積累了極高聲譽的本土品牌效力，他覺得很榮幸。

Mr. Beckham retired from soccer last year. While the former Manchester United and Real Madrid midfielder has held a number of sponsorship deals for many years, he has also more recently built a portfolio of business interests, including a line of Beckham-branded cologne. He has also exercised a right to buy a major league soccer franchise in Miami. A deal could take shape once he secures financing and agrees on a location for a new stadium.

貝克漢姆去年退役。這位前曼徹斯特聯隊(Manchester United)和皇家馬德里隊(Real Madrid)中場球員多年來曾經有過衆多贊助交易，但他最近發展了一系列的商業興趣，包括一個貝克漢姆品牌的男士古龍水系列。他還行使了一項買下邁阿密一支大聯盟足球隊的選擇權。一旦他獲得融資並就新場館的選址達成一致，該交易就將成型。

Mr. Beckham and Diageo are joined in the Haig Club partnership by Simon Fuller, creator of the American Idol franchise and former manager of pop group the Spice Girls.

西蒙・福勒(Simon Fuller)也加入了貝克漢姆和帝亞吉歐就Haig Club的合作。福勒一手打造了《美國偶像》(American Idol)真人選秀節目，並曾經是流行音樂組合“辣妹”(Spice Girls)的經紀人。

Diageo didn't disclose commercial details of the deal, or whether Messrs. Beckham and Fuller had invested in the launch. A spokeswoman for Diageo said they would be 'fully involved in the development and strategy of the brand,' but declined to elaborate further.

帝亞吉歐沒有披露交易的商業細節，也未披露貝克漢姆和福勒是否投資了該品牌。帝亞吉歐發言人說，他們將充分參與這個品牌的開發和策略，但拒絕進一步詳細說明。

Haig Club is the glitziest in a series of celebrity tie-ups in the liquor industry this year. Diageo has already teamed up with Sean 'Diddy' Combs to buy upmarket tequila DeLeón, while George Clooney and Justin Timberlake have also put their names on tequila brands.

今年酒類行業出現一系列與名人的合作，Haig Club是其中最搶眼的一樁。帝亞吉歐已經與說唱巨星肖恩・康姆斯(Sean "P Diddy" Combs)聯手收購高檔龍舌蘭酒品牌DeLeon，而喬治・克魯尼(George Clooney)和賈斯汀・汀布萊克(Justin Timberlake)也有了自己冠名的龍舌蘭酒品牌。

By associating with celebrities, drinks companies hope to widen the appeal of spirits categories, which traditionally have had a relatively narrow customer base.

飲料公司寄希望於通過與名人合作擴大烈酒產品的吸引力，這類產品傳統上的客戶羣相對較窄。

Whisky in particular is often seen as a drink for older men with little appeal for women or younger drinkers, but that perception is shifting as companies release new variants--such as Brown-Forman Corp.'s Jack Daniel's Tennessee Honey--which are aimed at attracting new customers. American-made bourbon whiskey has enjoyed a recent renaissance among younger drinkers, both in the U.S. and Europe. Scotch, too, is enjoying rapid growth in popularity, including in developing world markets like China. Scotch distillers have invested heavily to expand their consumer base. In 2012, Diageo said it would spend $1.54 billion to increase Scotch production over five years to meet rising demand.

威士忌尤其經常被視爲老年男性的飲品，對女性或年輕的飲酒者沒什麼吸引力，但隨着各家公司推出旨在吸引新客戶的新型威士忌種類，這種印象正在改變，Brown-Forman Corp.旗下傑克丹尼(Jack Daniel)的田納西蜂蜜酒就是一例。美國生產的波本威士忌最近在美國和歐洲的年輕飲酒者中再度流行。蘇格蘭威士忌的人氣也迅速增加，包括在中國等發展中國家也是如此。蘇格蘭威士忌酒廠花費重金擴大客戶羣體。2012年，帝亞吉歐說其將在五年時間裏斥資15.4億美元增加蘇格蘭威士忌的生產，以滿足增長的需求。

Grain whiskey--a variant of Scotch--is made from maize, wheat or rye, rather than malted barley, and is considered more palatable for first-time whiskey drinkers because of its milder taste.

穀物威士忌（蘇格蘭威士忌的一種）是由玉米、小麥或黑麥釀製，而不是用麥芽釀製，其口味溫和，被認爲更適合初嘗威士忌的飲酒者。

Diageo said Haig Club would appeal to current Scotch drinkers, but also 'those who have always wanted to try whisky.'

帝亞吉歐說，Haig Club將會吸引現在愛喝蘇格蘭威士忌的人，同時還會吸引一直以來想要嘗試威士忌風味的人。