可口可乐推出新款气泡水

最近，可口可乐推出了新的产品支线AHA，包含8款低热量的气泡水。包装也是走色彩缤纷的明快风格。如果你是气泡水爱好者，现在又有了新选择了。

 

Coca-Cola’s new flavored seltzer line is aggressive, colorful and makes us want to brush our teeth

可口可乐的新口味汽水产品线看起来非常强势、色彩鲜艳，让我们大家都有刷牙的欲望

 

Coca-Cola might be late to the fizzy-water game, but the soft drink giant’s strategy with its debut last week of a line of sparkling water seems clear: go bold or go home. The new brand, dubbed AHA, is throwing some sharp elbows in the crowded seltzer aisle, with its brightly colored cans, all-caps name, and intensely scented and flavored bubbles inside.

可口可乐在气泡水上的竞争上或许姗姗来迟，但这家饮料巨头的战略从上周发布的新汽水产品线就可见一斑：要不就大胆一点，否则就只能认输。这款叫做AHA的新品牌，要用色彩丰富的罐装外观、全大写的名称以及里面带着强烈味道的汽水在货架上大获全胜。

 

Long after Pepsi introduced Bubly (circa early 2018) and the La Croix Era took hold (the drink has been around for decades but surged in popularity in the mid-teens), Coke is banking its first major new brand launch in 14 years on the proposition that it can bring something new to the white-hot seltzer market.

远在百事可乐（大约2018年初）推出Bubly以及乐活汽水掌控市场（饮料已经存在了数十年，但在青少年之中迅速流行）之后很久，可口可乐才推出14年来首个新的重要品牌，而这个新品牌可以为白热化的气泡水市场带来新的东西。

 

 

 

The more-is-more ethos is evident in the eight flavors, each of which is itself a combination: apple and ginger, blueberry and pomegranate, orange and grapefruit, strawberry and cucumber, peach and honey, and lime and watermelon. Another way AHA is looking to distinguish itself? Two flavors - black cherry and coffee, and citrus and green tea - are caffeinated, each with 30 milligrams, or about the same as a can of Coke.

八种口味中体现出越来越多的理念，每种口味本身就是一种组合：苹果和姜、蓝莓和石榴、橙子和葡萄柚、草莓和黄瓜、桃子和蜂蜜以及酸橙和西瓜。AHA正在寻求与众不同的另一种方式就是推出含有咖啡因的两种口味：黑樱桃和咖啡，以及柑橘和绿茶，每种都含30毫克的咖啡因，或与一罐可乐的含量差不多。

 

AHA’s brand director, Julie Siwemuke, says the company studied the market and surveyed consumers, then came to the conclusion that what seltzer drinkers and would-be imbibers were looking for was . . . more. “This is a vibrant, lively, playful brand, and it was really important to us that it was consumer-oriented and different from what’s out there,” she said. “From the bold aroma …… to the very flavor-forward profile - that’s something we heard loud and clear that they were looking for.”

AHA的品牌总监Julie Siwemuke说，该公司研究了市场并调查了消费者，然后得出结论，即喝苏打水的人和可能的喝苏打水的人正在寻找的是……更多。她说：“这是一个充满活力、生动活泼、好玩的品牌，对我们来说，真正重要的是它面向消费者，并且与市场上的其他产品不同。从大胆的气味……到以味道为先的产品内容——这是我们听到的消费者的声音，很清楚他们正在寻找这样的产品。”

 

She even noted that the can labeling includes a hidden clue to the drink’s assertive DNA: The negative space formed by the “H” forms an exclamation point.

她甚至指出，饮料罐上的标签包括有关该饮料独特DNA的隐藏线索：“H”字形形成的负空间形成一个感叹号。

 

 

 

Although the name might call to mind a particular ’80s band (or Oprah Winfrey, or among health-care wonks, the American Hospital Association), the in-your-face branding is apropos, according to the colleagues we rounded up to taste the new products. From the moment you pop open the cans, these sparkling waters make themselves known. Each had a strong, sweet scent that might make drinkers check the label twice – nope, there really is no sugar and no juice in there.

虽然这个名字可能让人想起某个80年代的特定乐队（或奥普拉·温弗瑞，或在医疗保健爱好者中熟知的美国医院协会——缩写为AHA），但根据我们搜集来品尝该产品的同事的说法，这种大胆的品牌设计是适当的。从打开罐子的那一刻起，这些苏打水便能让自己广为人知。每个味道都有强烈而甜美的气味，可能会使饮用的人仔细检查标签——不，实际上里面没有糖和果汁。

 

And most of the flavors were aggressive, too. Each can brought to mind a familiar candy, whether it was a watermelon Jolly Rancher or a gummy peach ring. The consensus among our group of tasters was that the berry/coffee version tasted uncannily like a cherry Tootsie Pop. Some of the subtler notes were lost in the rowdy din: the ginger in the apple variety was hard to make out, and the honey flavor got shouted down by its peach partner.

而且大多数口味都非常强烈。每个罐头都可以让人联想到一种熟悉的糖果，无论是西瓜味的杰瑞水果糖还是桃子味的软糖环。在我们的品尝师小组中，大家都认为浆果/咖啡版本的味道就像樱桃味的Tootsie Pop（一种糖果）。然而激烈的讨论声中丢失了一些微妙的音符：苹果味道其中的生姜很难辨认，而蜂蜜的桃子伴侣则调低了蜂蜜本身的风味。