跟巴菲特的一场谈话如何使他做起了上亿美元的烈酒生意

    艾维龙舌兰酒于2010年7月正式推出，但很快就引起一些主流烈酒制造商的兴趣。2011年，保乐力加集团收购了艾维烈酒合资公司的少数股权。其他的早期投资者包括美国在线公司(AOL)首席执行官蒂姆•阿姆斯特朗和YouTube联合创始人查德•赫尔利。

    “我是艾维公司的早期投资人之一，这样做有两个原因——领导团队，以及创新性地利用媒体来打造一个全球性品牌这种做法，”阿姆斯特朗在发给《财富》的一封电子邮件中写道。 “我把艾维视为烈酒领域的红牛 (Red Bull) 。”

    家庭影院电视台(HBO)剧集《明星伙伴》(Entourage) 的热播，让这一品牌的知名度获得免费提升。由于奥斯汀与《明星伙伴》创作者道格•叶林是好朋友，这款植入式广告是免费的，但鉴于一些消费者认为它是虚构品牌，这种宣传也造成了一些问题。

    不断增长的销量表明，艾维是实打实的烈酒品牌。自推出以来，这款龙舌兰酒的销量一直以两位数到三位数的增速急剧攀升。奥斯汀说，艾维是世界上增长最快的高端龙舌兰酒。

    随着艾维、Patron和其他制造商更专注于龙舌兰的质量和蒸馏过程，龙舌兰酒市场呈现出一派蓬勃发展的景象，美国消费者对这种烈酒的兴趣与日俱增。作为该公司成立25年以来规模最大的产品发布活动的组成部分，Patron今年将推出一个高价龙舌兰酒系列。贾斯汀•汀布莱克、乔治•克鲁尼和说唱歌手吹牛老爹也纷纷加入龙舌兰酒的投资人行列。在过去十年，高端龙舌兰酒市场见证了有史以来增速最快的一段时期。

    一瓶艾维龙舌兰酒的售价通常在40到60美元之间，所以它被视为高价烈酒，但奥斯汀坚称，它是“买得起的奢侈品”，消费者完全能够承受这种价位。

    虽然艾维主要面向25至40岁之间的消费群体，但奥斯汀坚称，这款龙舌兰酒具有广泛的吸引力。

    “如果你21岁，而且长着一张嘴，我也会对你感兴趣的，”奥斯汀说。（财富中文网）

    译者：叶寒

    Avion was launched in July 2010 but quickly generated interest from some major alcoholic beverage makers. Pernod Ricard acquired a minority stake of the Avion Spirits joint venture in 2011. Other early investors included AOL Chief Executive Tim Armstrong and YouTube co-founder Chad Hurley.

    “I was an early investor in Avion for two reasons – the leadership team and the innovative use of media to build a global brand,” Armstrong said in an e-mail toFortune. “I looked at Avion as the Red Bull of spirits.”

    The brand got a free boost of publicity, as it was featured series plotline in the hit HBO show “Entourage.” That product placement was free, due to a friendship between Austin and “Entourage” creator Doug Ellin, though the publicity created some problems as some consumers thought the brand wasn’t real.

    Avion’s sales growth suggests it is the real deal. Sales have climbed in the high double- to triple-digits since launch, and Austin says it is the fastest growing ultrapremium tequila in the world.

    At stake is a booming tequila market that has seen rapid consumer interest in the U.S. as Avion, Patron and other manufacturers focus more on the quality of the agave and the distillation process. Patron this year is launching a line of pricey drinks as part of the largest product launch in the company’s 25-year history. Justin Timberlake, George Clooney and Sean “Diddy” Combs have all jumped on the tequila bandwagon. The growth over the past decade has been strongest on the higher end.

    Avion generally sells for between $40 to $60 a bottle, so it is considered a premium-priced spirit, though Austin says the price is an “affordable luxury” for consumers.

    And while Avion’s prime audience is generally between the ages of 25 to 40, Austin said the tequila has broad appeal.

    “If they are 21 and they have a mouth, I’m interested in them,” Austin said.