About ALAIN MILLIAT
Alain Milliat originated from a family farm in Orléans, France. In 1983, Alain established new orchards to grow cherries, peaches, pears, and apples. In 1997, he developed six fruit juices and presented them to sixty sommeliers from “Relais et Châteaux,” who gave them high praise and encouraged him to begin production.
His core philosophy is completely different from traditional juices: “He did not treat drinking juice as a way to eat fruit, but rather defined it as a completely different pleasure, a higher enjoyment than simply eating fruit.” He wants his juices to bring an emotional taste experience to connoisseurs and believes that a high-quality premium juice should be impeccable in color, texture, and aroma.
Alain designed an elegant glass bottle. The 33cl large capacity quickly became an industry icon and a favorite in high-end restaurants in France and beyond. He later introduced a smaller 20cl bottle for several juices, catering to the fast pace of modern lifestyles and becoming a stylish on-the-go snack. Over the past 20 years, the juice range has continuously expanded and continues to evolve.
Customer requirement
Alain Milliat regularly commissions HI-COM to translate new product and collaboration series content from English to Chinese for posting on WeChat. Products include single-variety grape juices, fruit juices with pulp, jams and sauces, condiments, and more. The translations must present an elegant, refined style, be compelling, accurately convey product characteristics and flavors, and allow users to precisely capture the essence of the products.
HI-COM’S APPROACH
Based on the brand’s positioning, product characteristics, and language requirements, HI-COM has developed the following service approach:
- Deep Understanding of Brand Tone: The core philosophy of juice as “a completely different pleasure, a higher enjoyment” is woven into every translation.
- Meticulous Craftsmanship, Word by Word: Each new product description is carefully polished to ensure the language is elegant, precise, and evocative.
- Precise Presentation of Flavor Language: Combining professional terminology with literary expression to accurately convey the unique taste of different product categories.
- Multi-Round Review and Stylistic Polishing: Each piece undergoes a dual review and stylistic polishing process to ensure the language is elegant, compelling, and professional while maintaining brand tone.
Result
HI-COM continues to provide Alain Milliat with Chinese translation and localization of new product descriptions. The translated content accurately conveys the flavor characteristics of the products, maintains the brand’s consistent elegant tone, helps Chinese consumers precisely capture the essence of the products, and effectively supports the brand’s high-end image in the Chinese market.