The $5,000 Bourbon

ABRAM BROWN

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The $5,000 Bourbon

机译：5,000美元的波旁威士忌

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When the Sazerac Co. bought a run-down whiskey factory on the banks of the Kentucky River in 1992, it renovated the compound and rechristened it Buffalo Trace Distillery, after the trails cut into the countryside by bison centuries ago. Yet the name change prompted a question as predictable as the ancient buffalo's migration: Why wasn't there a bourbon actually called Buffalo Trace? Customers walked away baffled. Sazerac clearly had misjudged its audience.

机译：当Sazerac公司于1992年在肯塔基州河岸购买了一家破败的威士忌厂时，它经过翻修并改名为布法罗痕迹酿酒厂（Buffalo Trace Distillery）。然而，更名却引发了一个与古代水牛城迁徙一样可预见的问题：为什么没有真正称为水牛城痕迹的波旁威士忌？客户困惑不解地走开了。 Sazerac显然误判了听众。

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来源
《Forbes》 |2014年第2期|106-108|共3页
作者
ABRAM BROWN;
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收录信息美国《科学引文索引》(SCI);
原文格式 PDF
正文语种 eng
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The $5,000 Bourbon

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