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Fireball Whisky: Selling a Brand, Shot by Shot Businessweek, April 24, 2014
Деловой английский без отрыва от дел!ЧТО НОВОГО? /WHAT’S NEW?/Fireball Whisky: Selling a Brand, Shot by Shot Businessweek, April 24, 2014Fireball Cinnamon Whisky is known in the spirits industry as a challenge shot. It’s an orange beverage that comes in a clear bottle with a prancing demon on the label. It tastes like a syrupy incarnation of Wrigley’s Big Red gum. It’s sweet, with a spicy burn. You can try a few Fireball shots on a dare without getting plastered. It’s only 66 proof, less than most whiskeys. And if you have too many, at least you won’t smell like a drunk. Fireball keeps your breath cinnamon fresh. All of this may sound unappealing if you’re the kind of person who finds comfort in a snifter of peaty single malt Scotch. But it helps explain why Fireball has become synonymous with fun for young hedonists throughout the U.S. It may be the first alcoholic beverage to have a larger presence in the virtual world than it does in taprooms and liquor stores. Fireball lovers post pictures of their whiskey-soaked exploits on Instagram. They celebrate it on Twitter and use Foursquare to monitor the whereabouts of Fireball’s “brand ambassadors,” who go from bar to bar treating lucky patrons to free shots. It’s also one of the most successful liquor brands in decades. In 2011, Fireball accounted for a mere $1.9 million in sales in U.S. gas stations, convenience stores, and supermarkets, according to IRI, a Chicago-based market research firm. Last year, sales leapt to $61 million, passing Jameson Irish whiskey and Patrón tequila. And that number doesn’t include bars, where most people commune with the drink. Now Fireball is within striking distance of Jägermeister, perhaps the most challenging of shots because of its medicinal taste. Jägermeister generated $81 million in sales last year, but it isn’t growing nearly as fast as its cinnamon-infused rival. “Fireball is pretty much the go-to shot,” says Dion Henderson, a bartender at Chupacabra Cantina in Austin, Tex. “Jäger is dead.” Vocabularyspirit / ˈspɪrɪt / - дистиллят beverage / ˈbevərɪdʒ / - напиток prancing / prɑːns / - скачужий incarnation / ˌɪnkɑːˈneɪʃən / - воплощение dare / deə(r) / - отважиться, осмелиться plastered / ˈplɑːstər / - сильно пьяный proof / pruːf / - доказательство cinnamon / ˈsɪnəmən / - светло-коричневый цвет snifter / ˈsnɪftər / - рюмашка peaty / ˈpiːti / - торфянистый malt / mɒlt / - солод taproom/ tæpruːm / - бар,пивная leapt / liːp / - прыжок, скачок rival / ˈraɪvl / - конкурент ОБЩЕНИЕ /COMMUNICATIION/Finishing the Meeting Meeting Chairman: Unfortunately, we're running short of time. We'll have to leave that to another time. Jack Peterson: Before we close, let me just summarize the main points:
Пока мы не закончили, я хочу подвести основные итоги. Итак:
Meeting Chairman: Thank you very much Jack. Right, it looks as though we've covered the main items Is there any other business? Donald Peters: Can we fix the next meeting, please? Meeting Chairman: Good idea Donald. How does Friday in two weeks time sound to everyone? Let's meet at the same time, 9 o'clock. Is that OK for everyone? Excellent. I'd like to thank Jack for coming to our meeting today. The meeting is closed. ТАЙНЫЙ СМЫСЛ /OBSCURE MEANING/ HR: Human Resources HQ : Head Quarters R&D : Research and Development PLC : Public Limited Company
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