the height of sophistication.

複雜的最高境界。

And Nescafe's Gold Blend set the standard for luxury and class.

而雀巢咖啡的黃金混合咖啡則樹立了奢華與品位的標準。

Nowadays, we've all become coffee connoisseurs.

如今，我們都成了咖啡行家。

It's a bit thin.

有點薄。

So it could be a bit stronger.

所以可以再強一點。

But the taste is good.

但味道不錯。

Pretty strong.

很強的。

Mm.

嗯。

But I like it.

但我喜歡它。

It's really nice.

這真的很好。

It's not the best coffee I've ever had.

這不是我喝過的最好的咖啡。

But it's not too bitter.

但也不至於太苦。

With customer expectations higher than ever before,

隨著客戶期望值比以往任何時候都高。

Nestlé, the makers of Gold Blend,

雀巢公司，黃金混合的製造商。

are having to adapt to survive.

正在不得不適應生存。

We invented the soluble coffee more than 80 years ago.

80多年前，我們發明了可溶性咖啡。

And we have seen continuous growth for 80 years.

而且我們看到了80年來的持續增長。

What is very, very important-- and why soluble coffee is

什麼是非常，非常重要的--以及為什麼可溶性咖啡是

and will remain part of the life of a lot of consumers -

並將繼續成為很多消費者生活的一部分--。

is that we continuously upgrade through new technology and keep

是我們通過新的技術不斷升級，並保持

that product absolutely relevant to people.

該產品絕對與人相關。

The plan is to update Gold Blend's recipe and packaging

計劃更新金裝的配方和包裝。

to reflect a more premium product.

以體現更優質的產品。

We have seen a strong increase in consumer demand

我們看到了消費者需求的強勁增長

for premium coffee.

為優質咖啡。

And we knew that we had to step change Nescafe Gold.

我們知道，我們必須一步步改變雀巢金服。

In the new one, we have a mix of soluble coffee and roast

在新的咖啡中，我們有可溶性咖啡和烘焙咖啡的混合。

and ground coffee, which is ground 10 times finer than

和研磨的咖啡，其研磨的細度是

normal, which is then added to the soluble coffee to maximise

正常，然後加入到可溶性咖啡中，以最大限度地提高

the freshness of taste and aroma.

鮮味和香氣。

The ambition is that a cup of Nescafe Gold

雄心勃勃的是，一杯雀巢金咖啡

should be able to compete with roast and ground coffee.

應能與烘焙和研磨咖啡競爭。

The new recipe has been subject to years of testing.

新的配方經過了多年的檢驗。

And so don't be surprised.

所以不要驚訝。

It's a little bit of a slurp.

有點嘖嘖稱奇。

The problem is that sales of instant coffee

問題是，速溶咖啡的銷售

are slowing in western Europe compared to the so-called pod

與所謂的 "豆莢 "相比，西歐的增長速度正在放緩。

coffee or ready-to-drink varieties.

咖啡或即飲品種。

And given the range of out-of-home alternatives

考慮到家庭外的替代方案的範圍。

at our disposal, there has to be a question

我們所掌握的，必須有一個問題。

mark over whether a new recipe and some fresh new packaging

糾結於是否有新配方和新包裝。

will be enough to turn heads back to instant.

將足以讓人回過神來，瞬間。

But a Gold Blend reboot might not

但黃金組合的重啟可能不

seem so crazy when put in a more global context.

放在更全球化的背景下，似乎是如此瘋狂。

It is true that in developed markets,

的確，在發達市場。

instant coffee doesn't have much growth.

速溶咖啡並沒有太大的發展。

Having said that, soluble coffee's still extremely

話說回來，可溶性咖啡的還是極度的

relevant to the overall growth equation for Nestlé,

與雀巢公司的整體增長等式相關。

because it's still massive in emerging markets -

因為它在新興市場仍然是大規模的----。

so all of Southeast Asia.

所以整個東南亞。

Japan is also a big instant coffee market.

日本也是一個很大的速溶咖啡市場。

Latin America - where you have billions

拉丁美洲--在那裡你有幾十億

of people living - still, you have big consumption that

is made in instant coffee.

是用速溶咖啡製作的。

Today, every day 5,500 cup of Nescafe are drunk every second.

今天，每天有5500杯雀巢咖啡被每秒喝掉。

And this is in different forms and different varieties.

而這是以不同的形式，不同的品種。

It's very important for Nestlé to get our coffee strategy

對雀巢來說，制定我們的咖啡戰略是非常重要的。

right.

吧。

This is our largest category.

這是我們最大的類別。

This is a fast growing category.

這是一個快速增長的類別。

We are absolutely convinced that soluble coffee

我們絕對相信，可溶性咖啡

is part of our future for a very, very long time.

是我們未來很長一段時間內的一部分。

With so much at stake, Nestlé will be hoping that customers

由於關係重大，雀巢公司將希望客戶

share their confidence in Gold Blend's evergreen appeal.

和他們一樣，對金裝的常青魅力充滿信心。