双语：茅台酒业成世界最具价值酒水公司

　　The company that makes China’s eye-wateringly strong Moutai drink is edging out Diageo, the owner of Johnnie Walker, as the world’s most valuable liquor firm.

　　生产中国烈酒茅台的茅台酒业公司正逐渐取代尊尼获加(一种威士忌)的生产商迪阿吉奥(英国饮料公司)而成为世界上最有价值的酒水公司。

　　Kweichow Moutai, whose fiery signature product has an alcohol content of 53%, hit a market capitalization of $71.5 billion on Friday, pushing it past Diageo.

　　以烈著称的贵州茅台酒酒精浓度达到53%，在上周五创下了715亿的市场资本总额，从而使得茅台酒业超过了迪阿吉奥。

　　Based in the southwestern province of Guizhou, Moutai makes a high-end type of baijiu, a popular Chinese liquor distilled from sorghum and rice. The company’s stock has been on a tear this past year, soaring more than 50%.

　　茅台酒业位于中国东南部的贵州省，专门生产高档白酒。白酒是一种在中国很流行的酒水，由高粱和大米酿制而成。该公司的股票在去年一路飙升，涨幅超过50%。

　　Moutai has a storied place in Chinese culture and is considered the "drink of diplomacy." It was used to toast President Richard Nixon on his landmark trip to China in 1972.

　　茅台在中国文化中有着一席之地，它被视作是外交之酒。1972年尼克松总统访华之际就是用的茅台为他祝酒。

　　To this day, Moutai is considered the gift to give and the drink of choice to toast with on special occasions, especially big business deals. That’s made it a staple at lavish banquets, the very ones discouraged by Chinese President Xi Jinping’s anti-corruption campaign.

　　在今天，茅台经常被用作人们馈赠的礼品，同时也是特殊场合用于庆祝的首选，尤其是在大型的企业谈生意时。这使得茅台酒成了那些奢侈大型宴会的主要用酒，同时这也是国家主席习近平在反腐运动中所极力禁止的。

　　As the campaign got under way in 2012, Moutai sales took an initial hit, but that didn’t last long.

　　随着2012年反腐运动的兴起，茅台的销量遭到了最初的打击，但这并没有持续太久。

　　They got smart, said Shaun Rein, the founder of China Market Research in Shanghai. Moutai cut prices to make its baijiu more affordable and broadened distribution to make it more accessible, according to Rein.

　　中国市场调查创始人肖恩·赖因说到：他们很聪明，茅台酒业降低了它们的白酒的价格，从而使更多的人买得起，进而拓宽了茅台的市场。

　　The drinks maker turned its attention to a wider, younger consumer base rather than the government officials to whom it had traditionally appealed.

　　酒水制造商将销售对象转向了更多的更年轻的消费者，而不是传统地依赖于政府官员。

　　For the moment, that approach seems to be working. But Moutai has a huge dependency on the Chinese market, which accounts for 95% of its sales.

　　目前看来，这项举措可以解决问题。但是茅台过度地依赖于中国市场，国内的销售额占到了总销售额的95%。

　　It has made some efforts to expand outside of the country, but without much success.

　　公司也有努力向外国发展，但是并没有收获太多成功。

　　Rein says there’s still potential at home, with more young people now able to afford the punchy price tag -- a 500 ml bottle (about one pint) can set you back as much as $580 -- and a slow but steady increase in luxury purchases.

　　赖因说到，茅台在中国国内依然拥有潜在市场。现在有越来越多的年轻人能够支付的起标签上高额的标价(一瓶500毫升的差不多要花费580刀)，未来在奢侈品购买率上会有缓慢而稳定的增长。

　　Perhaps most important, Moutai’s brand is so strong in China, Rein says, that "they just don’t have any real competitors."

　　最重要的一点可能是，赖因说到，茅台的品牌效应在中国太强大了，以至于它没有任何真正的竞争对手。

（编辑：何莹莹）