(单词翻译:单击)
中英文本
A marketing strategy that could be crudely summarised as "hope for a hot summer" had served The Ice Co perfectly well for decades. But in a market with informed and discerning consumers, sitting back and relying on a nationwide distribution strategy that got identical 2kg bags containing identical cubes in front of more shoppers than anyone else in the market was not going to be enough.
一种可以粗略概括为“炎热夏天的希望”的营销策略几十年来一直很适合The Ice Co
Keeping tabs on what the market wants isn't always a hardship for The Ice Co, as Polly Metcalfe admitted: "We're quite a young group – we all enjoy drinking." The enjoyment of an occasional drink – and the ice within it – flows through the culture of The Ice Co. Unlimited free ice is a perk granted to all employees, a reminder that abundant ice is the best kind of ice. Employees have been known to quiz bartenders on where they get their ice ("none of us have pulled this way", admitted Ginny Woolhouse, the company's head of marketing). It is not unusual for team members on holiday to send photos of their drinks to the group WhatsApp, soliciting feedback on ice purity, quality, size.
对The Ice Co来说掌握市场的需求并不总是一件难事,正如波莉·梅特卡夫所承认的那样:“我们是一个相当年轻的群体——我们都喜欢喝酒
The ice from most holiday destinations visited by the team in the early 2010s looked more or less like Ice Co ice: domed cylinders, a little jagged at the edges, with a hole at the centre. The ice from Spain, though, was different – "supersized cubes, really premium, like nothing we'd ever seen before", recalled Woolhouse.
2010年代初,团队访问的大多数度假地的冰块看起来或多或少都像Ice Co的冰块:圆筒状,边缘有点锯齿状,中间有个洞
Mass-market packaged ice (the stuff that goes into Party Ice bags) is formed in supercooled cylinders that are then broken down into smaller chunks; a high-speed, high-yield process that prioritises quantity over quality. But The Ice Co also already possessed a small number of Italian-made Scotsman machines, which worked in a totally different fashion, by spraying water upwards into an inverted mould. In a Scotsman, gravity ensures that any sediment or impurities in the water fall out of the finished cube, resulting in a noticeably superior product. By passing pure spring water into a Scotsman, The Ice Co hoped it could produce a dead ringer for the cubes served in Spain. The result was glassy, massy and dense. They called it the Super Cube.
大众市场上的包装冰(装入“冰之狂欢”袋子里的东西)是在极冷的圆柱体中形成的,然后被分解成更小的块状,一种高速、高产量的加工过程,注重数量而不注重质量
The Super Cube is aptly named: it is an absolute unit, at least three times larger than a conventional cube. And the ebullient explosion of the Spanish-style gin-tonic, served in a copa glass the size of a goldfish bowl filled to the brim with ice, represented a clear opportunity. The Super Cube was a natural companion to the tsunami of premium gins and tonics hitting the market as a trend became a craze in the 2010s. Today, The Ice Co is the official partner of both The Gin to My Tonic (the UK's largest gin-centric events business, with dozens of festivals in cities across the UK per year) and Craft Gin Club, the UK's No 1 gin subscription service, which sends its 75,000 members a bottle of craft gin plus tonic, garnishes and snacks every month (ice is not included, though the Super Cube's distinctive profile is everywhere on their website).
超级立方体的名字很贴切:它是一个绝对单位,至少比传统的立方体要大三倍
词语解释
1.perk 特殊待遇
Perks offered by the firm include a car and free health insurance.
公司给予的额外待遇包括一辆汽车和免费健康保险
2.more or less 或多或少
The polluted water more or less influences their health.
受污染的水或多或少地影响着他们的健康
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