市值715億美元 貴州茅臺成爲全球市值最高酒廠

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.

生產中國烈酒茅臺的公司正逐漸取代尊尼獲加(一種威士忌)的生產商迪阿吉奧，而成爲世界上最有價值的酒水公司。

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

以烈著稱、酒精濃度達到了53%的貴州茅臺，市場資本總額在上週五升至715億美元，從而使得茅臺酒業超過了迪阿吉奧。

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%.

茅臺酒業位於中國西南部的貴州省，專門生產高檔白酒。白酒是一種在中國很流行的酒水，由高粱和大米釀製而成。該公司的股票在去年一路飆升，漲幅超過了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.

茅臺在中國文化中有着一席之地，它被視作是外交之酒。1972年理查德·尼克松總統訪華時就是用的茅臺爲他祝酒。

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.

在今天，茅臺經常被用作人們饋贈的禮品，同時也是特殊場合用於慶祝的首選，尤其是在大型的企業談生意時。

That's made it a staple at lavish banquets, the very ones discouraged by Chinese President Xi Jinping's anti-corruption campaign.

這使得茅臺酒成了那些奢侈大型宴會的主要用酒，不過這也是國家主席習近平在反腐運動中所極力禁止的。

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

隨着2012年反腐運動的興起，茅臺的銷量遭到了第一次的衝擊，但這並沒有持續太久。

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.

上海中國市場研究集團的創始人雷小山表示，茅臺酒業很聰明，它們降低了白酒的價格，從而使更多的人買得起，進而拓寬了茅臺的市場。

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

該酒水製造商將銷售對象轉向了更多的更年輕的消費者，而不是傳統地依賴於政府官員。