No matter where you are in the world, drinks conglomerate Diageo hopes that when you take your next celebratory shot, you'll skip the tequila or scotch and order the baijiu instead.
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Diageo, which owns Smirnoff vodka and Johnnie Walker whiskey, thinks that its newest brand, Shui Jing Fang baijiu, can conquer the globe just like some of its other famous brands have in the past. 'White liquor' in Chinese, baijiu is a strong, clear-colored spirit distilled from grains including sorghum and rice.
业巨头帝亚吉欧（Diageo）希望，不管你在世界上什么地方，当你下次举杯庆祝时，都别点龙舌兰或威士忌，而是点中国白酒。
'This is a brand with a lot of potential,' said Gilbert Ghostine, the Singapore-based chief executive for the Asia-Pacific region at Diageo.
旗下拥有斯米诺伏特加（Smirnoff vodka）和尊尼获加威士忌（Johnnie Walker whiskey）的帝亚吉欧认为其最新品牌──水井坊白酒──可以像它的其他某些著名品牌一样征服世界。中国白酒是一种用高粱和稻米等谷物蒸馏而成的颜色清澈的烈酒。
The company took control of the traditional baijiu brand -- upping its stake to 53% from 49% -- last year and has since launched it in select markets around the world. Currently selling in seven countries and 40 airports, Shiu Jing Fang is the first baijiu brand in Diageo's portfolio.
常驻新加坡的帝亚吉欧亚太区总裁吉尔伯特•古斯廷（Gilbert Ghostine）说，"这是一个有很大潜力的品牌。"
'We're starting to take it internationally,' said Mr. Ghostine. Sales outside of China increased 68% in the past year, he added, though he admitted that the figure started from a low base.
帝亚吉欧公司去年对该传统白酒品牌实现了控股──将其持股比例从49%增至53%，并开始在全球部分市场推出该品牌白酒。水井坊是帝亚吉欧旗下的首个白酒品牌，目前在全球七个国家和40座机场有售。
Whether the world's non-Chinese drinkers will take to baijiu is another question. To many who are not familiar with the drink, baijiu is an acquired taste: It has strong aromas, a powerful flavor and a signature burn thanks to its more than 50% alcohol content.
古斯廷说，"我们正开始将其推向国际。"他还说，去年水井坊中国国外市场的销售额增加了68%，不过他承认该数字的基数较低。
While the company hasn't created a program of cocktails to introduce the liquor to the uninitiated, it has started introducing it in the way that Chinese people are most likely to drink it: over a multi-course Chinese banquet meal. He said the company has so far focused its international promotions on airport duty-free stores and high-end Chinese restaurants.
还有一个问题是世界其他国家的酒客们是否能接受白酒。很多不熟悉白酒的人起初也许喝不惯白酒，但是后来会逐渐喜欢上它：它有浓厚的香气、强烈的口感和特有的烈度──这要归功于其超过50%的酒精含量。
Meanwhile, in China, Diageo will have to convince drinkers that Shui Jing Fang is the tipple of choice. According to a 2011 survey of China's luxury consumers conducted by Hurun Report, Moutai ranked No. 1 as the preferred baijiu brand, with Wuliangye coming in second. Shui Jing Fang didn't appear among the top five.
尽管帝亚吉欧尚未推出鸡尾酒会计划来将这种酒介绍给不熟悉它的人，但该公司已开始在华人最有可能喝白酒的场合──中式宴席──上推介水井坊白酒。古斯廷说，目前公司针对水井坊的国际营销重点是机场免税店和高档中国餐厅。
So, if not baijiu, what does Diageo sell a lot of in China?
同时，在中国，帝亚吉欧必须让酒客们相信水井坊是最好的烈酒之一。根据《胡润百富榜》（Hurun Report）进行的2011年中国奢侈品消费者调查，茅台在最受欢迎的白酒品牌中排名第一，五粮液排名第二。水井坊并未出现在前五名中。
Whiskey, thanks to its Johnnie Walker label, according to Mr. Ghostine. He said that he hopes to expand market share Johnnie Walker products already make up 36% of all whiskey sold in China especially in what he calls the 'super luxury' categories.
那么，除了白酒之外，帝亚吉欧还能靠什么打开中国市场呢？
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