Essa - mowa ndi khalidwe lodabwitsa

Osati kale kalekale chida chatsopano chinawonekera mu malo ogulitsa - Essa. Mowa wokhala ndi dzina losazolowerekawu unayambitsa mikangano yambiri pakati pa mafani a zakumwa zozizwitsa.

Mphatso kwa akazi achi Russia

Kampani ya Kaluga "SAB Miller RUS" inaganiza zokondweretsa akazi a dzikoli ndi mtundu watsopano wa mankhwala ake. Mabulosi a REDD omwe adangopereka kumene adayambitsa kale kukambirana. Maganizo osiyanasiyana adasonyezedwa, koma mankhwalawa adapezabe wogula. Chakumwa chosazolowereka chinayambitsa chiyambi cha chiwerengero chatsopano, ndipo tsopano chikudzazidwa ndi chochitika chatsopano chotchedwa Essa. Mowa unasangalatsa kwambiri. Zomwe zimagwiritsidwa ntchito kale, zimakhala zikuphatikizapo: madzi akumwa, zipsera, malaya a balere, molasses, asidi a malic ndi mavitamini. Chakumwacho chimapangidwa ndi kuchepa kwazitsulo, komwe kumalankhula zambiri za khalidwe lake ndi kukoma kwake. Chakumwa ichi cha golidi chimakhala ndi chizoloŵezi chokwiyitsa ndipo chimapatsa chisangalalo cha zipatso ndi zolemba za mtengo wa zipatso ndi chinanazi. Izi zokha zimasonyeza cholinga chodziwika bwino cha mankhwalawa. Zili bwino kuti Essa ndi mowa wopangidwa makamaka kwa amayi. Koma ngakhale iwo, molakwika, alibe lingaliro lofanana pankhaniyi.

Kutsatsa katundu

Akatswiri a kampaniyo amayesa kukopa ogula chidwi pa zatsopano zomwe zingatheke. Zotsatsa malonda pa televizioni za malonda ndi zochitika zosiyanasiyana zimagwira ntchito kuti zipeze katundu wa makasitomala osakhudzidwa kwambiri. Ichi ndi chinsinsi. Ndipotu, kugula koyamba mwachangu m'tsogolo kungakhale chizoloŵezi chabwino. Nthawi zambiri izi ndi zomwe zimachitika. Anthu amapita ku sitolo ndikugula Essa. Mowa poyamba umayambitsa zowawa ziwiri. Kumbali imodzi, imakhala ndi mankhwala omwe amamera ndi malt. Ndipo pambali inayo - chisakanizo chosabalalitsa cha zipatso. Zotsatira zake ndizophatikizapo mbali ziwiri zosiyana kwambiri. Koma mu nkhaniyi, monga mu china chirichonse, golidiyo ikutanthawuza. Izi zikutanthauza kuti fungo la chipatso sayenera kutaya kukoma kwa mowa wokha. Apa, ogula ambiri sakugwirizana. Kuwonjezera apo, ziyenera kuwerengedwa kuti akazi ndizilengedwa zopanda nzeru. Ndicho chifukwa chake opanga mapepalawo adapereka chisamaliro chapadera ku kapangidwe ka botolo, ndipo adakwanitsa kuchita izi.

Kulimbana ndi nkhondo

Mwanjira ina sizitembenuza kuti "Esa". Maphunziro mkati mwake ali apamwamba kuposa momwe amachitira kawirikawiri mapeni a amuna. Sindikudziwika bwinobwino zomwe zasayansiyi amagwiritsidwa ntchito kuti apange kake. Pambuyo pake, mowa wamba umakhala wochokera ku 3 mpaka 6 peresenti ya mowa, ndipo "Essa" iwo (6.2%). Mwanjira ina yochuluka kwambiri kwa kugonana kofooka. Koma, poyang'ana malonda, mankhwalawa apangidwa kuti azikhala nthawi yamadzulo. Mwinamwake, kuchokera apa ndi malo okwera. Komanso, nthawi zonse ndi bwino kuti mkazi akhale ndi mowa wamphamvu kuposa vodka yofooka. Kukoma kowala kwa chinanazi ndi kukhudza mphesa kungachepetse kupsya mtima kwa mowa pang'ono ndi kupereka mowa chibwenzi. Ndipotu, zimakhala ngati malo ogulitsa. Koma sizimayi zonse zimakonda kusakaniza koteroko. Ena amakhulupirira kuti kukoma kwa zakumwa kumagwirizana ndi dzina lake. Ndipo ngati chizindikirocho chimati "mowa", ndiye zomwe zili mu botolo mwanjira inayake kale zosafunikira kunena. Koma palinso ogulitsa oterewa, omwe ali osakaniza osakanizidwa. Zili pa iwo kuti zoyesayesa za kampani zamakono zimayendetsedwa.

Kodi ndizolondola bwanji?

Okonzekera akukonzekera kugulitsa zinthu zatsopano ku Russia ndi mayiko okoma a CIS. Madzulo a tsiku lokonzekera, mabanki anawonekera m'misewu ya midzi , ndipo timabuku tomwe timatulutsa katunduyo tinkagawidwa m'mabwalo . Olamulira a kampaniyo amayesetsa kuti anthu aphunzire zonse za Essa mowa. Mtengo uyenera kudabwitsanso wogula. Ngakhale mankhwalawa ali m'kalasi yamtengo wapatali mu gawo la mtengo, koma mtengo wake unali pakatikati pakati pa zina zonsezi. Mwachitsanzo, makampani ochita malonda ku Moscow ndi St. Petersburg amapereka kugula Esa pamasamba 55.5 pa botolo (kapena mtsuko) ndi mphamvu ya malita 0,5. Izi, ndithudi, zimagula kwambiri kuposa "Bavaria" (41.9 mabologalamu imodzi) kapena "Old Miller" (ma ruble 42.5 a theka la lita). Koma ngakhale ndi maso musayang'ane kuti ndi otsika mtengo kuposa atsogoleri ozindikira monga "Carlsberg" (72.5 mabologalamu pa chidutswa chimodzi) kapena "Golide Wopanga Golide" (89.9 rubles pa botolo).

Zakudya za kugonana kofooka

Anthu ambiri ankayenera kulawa mowa wodabwitsa wa Essa. Umu ndi mmene zinakhalira. Oyambitsa mtundu watsopanowo anaziganizira ngakhale pa dzina lomwelo. Ndipotu, kumasulira kuchokera ku liwu lachi Italiya essa likuwoneka ngati "iye". Kumwa moyenera kumaphatikizapo zonse zomwe mkazi angakonde: chikondi ndi kuphulika, zachikale komanso zosadziwika. Ofufuza, opanga mapulogalamu ndi akatswiri a zamakono anayesetsa mwakhama kuti chogulitsidwacho chikhale ndi zofuna zambiri zosayembekezereka za amayi amakono. Mowa unayamikiridwa mofulumira ndi akatswiri onse ndi ogula wamba wamba. Zinakhala zotchuka pamaphwando onse otheka, ndipo mu 2010 adalandira ngakhale siliva mu chisankho cha "Brand of the Year". Mphotho yoteroyo kuchokera ku jury yoyenera ndi yabwino kuposa mawu aliwonse omwe angathe kufotokoza maganizo a ambiri. Otsatira "mowa" mowa "amapanga ngakhale m'magulu ochezera a pawekha magulu apadera, kumene amasinthanitsa malingaliro ndi kukopa kumbali yawo mafaniko ochulukirapo a zopangidwira.

Maganizo otsutsa

Koma palinso ena omwe samakhulupirira kuti Essa ndi mowa. Kodi ndi madigiri angati omwe amapezeka mu cholembera chowala? Pakati pa 3-5, osakhalanso. Maphunziro ndi zakumwa zoledzeretsa kale zimatchula zakumwa zolimba. Izi nthawi zina zimatsimikiziridwa ndi dzina lokha. Kodi tinganene chiyani za mowa, momwe mowa ndi 6.2 peresenti? Kodi ndi kwa akazi? Koma apa akatswiri akhoza kukangana kwa nthawi yaitali. Mawu ogwira mtima adakalipo chifukwa cha kugonana kofooka. Ndi kwa iwo kusankha chisankho cha zakumwa. Mukhoza kuyang'ana pa vuto ili kuchokera kumalo osiyanasiyana. Otsutsa chikhalidwe chodziwika bwino akuyesera kutsimikizira kuti "Essa" angatanthauzidwe kuti ndi olimbikitsidwa kumagula kapena kugulitsa kusiyana ndi mowa wamba. Koma luso la kukonzekera chakumwa likukulolani kuti mulingalire izo monga momwe zasonyezera pa chizindikirocho. Ndipo madigiri pano pa chirichonse. Kodi akazi samakonda kogog kapena whiskey? Ndani adaganiza kuti malowa ndi ofunika kwa amuna okha? Gawo lachiwiri la umunthu ali ndi ufulu ku malingaliro ake ndi zokonda zomwe amakonda. Ndipo ngati iwo akufuna kuti mukhale ndi chisoni chachikulu ndi mphesa kapena chinanazi, ndizo kusankha kwawo.