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商业 - 消费品

百事可乐推出‘Spire’自助冷饮贩卖机

Benjamin Snyder 2014年05月26日

百事新推出的零售终端拥有数字触摸屏,用户可以自己探索、尝试制作全新口味的冷饮。面对美国市场销量下滑的局面,百事希望这款新设备扩展业务,与可口可乐展开竞争。

    百事可乐公司(PepsiCo.)宣布推出一款新型设备Spire,从而进入了自制碳酸水领域。这种设备可以混合超过1,000种口味的碳酸饮料,主要用于餐厅和电影院。

    百事可乐公司在美国餐厅协会展(National Restaurant Association Show)上推出了这款自助设备。据这家公司的网站显示,消费者可以在美国的50个地方尝试使用Spire。

    这台设备造型时尚,看上去像是苹果公司(Apple)的产品。百事公司把它当作可口可乐公司(Coca-Cola)Freestyle可乐售卖机的直接竞争对手。

    百事公司表示,Spire是第一款可以个性化制作百事品牌饮料的数字冷饮售卖机,希望它能让消费者“通过造型优美的数字触摸屏幕,探索新口味。”

    百事可乐公司全球饮料集团总裁布拉德•杰克曼告诉《纽约时报》(New York Times):“冷饮柜台最初起源于药店,在冷饮售货员的手中会变幻出各种令人惊讶的创意和花样。但在过程中,这种用户体验却变成了交易,现在我们将改变这种状况。”

    四月初有报道称,百事可乐公司正在谈判购买苏打水机制造商SodaStream的股份,这进一步表明,随着苏打水行业的销量持续下滑,百事可乐公司正在寻求增加产品组合。

    今年年初,有消息称百事可乐公司与出售家用饮料系统的欧洲公司Bevyz达成了合作关系。(财富中文网)

    译者:刘进龙/汪皓

    

    PepsiCo. (PEP) has entered the make-it-yourself soda space with the announcement of Spire, a new machine that can stir up over 1,000 flavor combinations of carbonated beverages at locations such as restaurants and movie theaters.

    The self-service equipment was unveiled at a National Restaurant Association Show and there are already around 50 locations in the U.S. where customers can try out Spire, according to the company's website.

    The machine, which is sleek and resembles an Apple (AAPL) product more than anything else, situates itself as a direct competitor to Coca-Cola's (KO) Freestyle.

    The "first digital fountain that lets you personalize your favorite Pepsi brands," Spire aims to let customers "explore new taste territories from a sleek, digital touch screen," Pepsi said.

    "Soda fountains in pharmacies and apothecaries, where this all started, were points of engagement where an amazing amount of creativity and innovation took place at the hands of the soda jerk. But somewhere along the line, what was an experience has turned into a transaction, and that's got to change," said Brad Jakeman, president of PepsiCo's global beverages group, toThe New York Times.

    Earlier in April, news that PepsiCo was in talks to buy stakes of SodaStream emerged, illustrating another way the beverage and food company has sought to expand its portfolio as sales for the soda industry continue to dip.

    Earlier in the year, news broke that PepsiCo partnered with Bevyz, a European company that sells beverage systems for the home.

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