澳洲葡萄酒廠商試圖贏得中國高端消費者

Australia's Treasury Wine Estates Ltd. is planning to open wine bars or restaurant and entertainment outlets in China in a bid to get the country's consumers drinking luxury wines -- not just giving them as gifts.

澳大利亞葡萄酒廠商Treasury Wine Estates Ltd.目前打算在中國開酒廊或餐館及休閒場所，試圖藉此讓該國的消費者們開始自己享用高端葡萄酒，而不只是把這些葡萄酒當做禮物送給別人。

The winemaker intends to unveil its own wine outlets in the next three to five years, said David Dearie, Treasury's chief executive. The goal is to help consumers learn more about wine and drink more of it, said Mr. Dearie, noting that it is too early to disclose details. Currently it sells in China only through distributors.

這家葡萄酒廠商的首席執行長迪爾裏(David Dearie)說，公司打算在未來三到五年時間裏推出自己的酒廊。他說，目的是幫助消費者對葡萄酒有更多瞭解，增加他們對葡萄酒的消費。迪爾裏說，現在透露細節還爲時過早。該公司目前僅通過分銷商在中國內地出售產品。

'If you're going to make great wine and be a leading brand in China, you also have to be consumer-oriented,' Mr. Dearie said.

迪爾裏說，如果要生產很棒的葡萄酒並且成爲中國國內的領先品牌，就必須以消費者爲導向。

China's wine market has exploded in recent years, spurring major competition among winemakers who have flooded the market and are now looking to differentiate themselves. Sales of wine reached 257 billion yuan, roughly $41 billion, in 2012, up 20% from a year earlier, according to research firm Euromonitor International.

中國葡萄酒市場近年來迅猛發展，促使涌入中國市場的葡萄酒商展開了激烈競爭，現在它們着眼於要突出自己的與衆不同。據研究機構歐睿信息諮詢(Euromonitor International)統計，2012年中國市場的葡萄酒銷售額達到了410億美元（合人民幣2,570億元），較上一年增長了20%。

But wine consumption per capita in China is still a fraction of that in other countries. Chinese drinkers consumed only 1.4 liters of wine per person in 2011, far below the French average of 53.2 liters per person, according to the most recent data from London-based research company International Wine & Spirit Research. It predicts China's per-capita consumption will increase to 2.1 liters per person over the next three years.

但相比其它國家，中國人均葡萄酒消費仍微不足道。位於倫敦的國際葡萄酒及烈酒研究所(International Wine & Spirit Research)的最新數據顯示，2011年中國飲酒者人均葡萄酒消費量僅爲1.4升，遠低於法國人均53.2升的消費量。該機構預計，未來三年中國人均葡萄酒消費量將增至2.1升。

Mr. Dearie said higher-quality import wines are often given as gifts between businessmen to be stashed away rather than swilled. And while Treasury is rolling out some of its priciest wines to be used as gifts, the company hopes that with wine bars or restaurants it will encourage actual consumption of the wine.

迪爾裏說，高品質的進口葡萄酒常被商人作爲禮物互送，然後人們將其束之高閣，而不是真正拿來品嚐。就在Treasury即將推出一些最昂貴的葡萄酒用於送禮時，該公司也希望通過開設酒廊或餐館來鼓勵中國消費者真正體會葡萄酒的芬芳。

Mr. Dearie said the move toward entertaining hasn't been influenced by China's recent austerity campaign, in which catering and wine companies have been hurt by a ban on government banquets.

迪爾裏說，上述讓人們進一步接受葡萄酒的舉措並沒有受到中國近來節儉風的影響。此前，一道禁止政府舉辦奢華宴請的命令對餐飲企業和葡萄酒廠商產生了一定衝擊。

Local vineyards and wine retailers have already started opening bars, restaurants, clubs and shops with the option to drink on premises, like state-owned Cofco Corp.'s Chateau Junding wine-club chain. Aussino World Wines, a Chinese wine retailer with shops in more than 100 cities in China, runs lounges in China's southern city of Guangzhou.

中國本土的葡萄園和葡萄酒零售商已經開始開設酒吧、餐館、俱樂部和專賣店，消費者可在其中品嚐葡萄酒，如國企中糧集團(Cofco Corp.)旗下的連鎖葡萄酒俱樂部中糧君頂酒莊(Chateau Junding)。中國葡萄酒零售商富隆酒業(Aussino World Wines)在國內100多個城市有專賣店，在廣州有多個會所。

Executives of liquor giant Diageo PLC, which recently launched its second flagship bar in China, say its Johnnie Walker Houses have been successful in helping Diageo identify its VIP consumers and to sell exclusive products that can boost the brand and its profit.

酒業巨頭帝亞吉歐(Diageo PLC)的高管說，其“尊尼獲加尊邸”(Johnnie Walker Houses)已成功幫助該公司甄別出了VIP消費者，並且有助於那些可彰顯其品牌和增加利潤的獨家產品的銷售。該公司前不久在中國推出了第二個旗艦酒吧。

Fongyee Walker, a Beijing-based wine consultant, said winemakers have to be creative in China, adapting to local habits. 'People in the West buy to consume at home; in China, they buy to consume with friends when they're out,' Ms. Walker said.

常駐北京的葡萄酒顧問趙鳳儀(Fongyee Walker)說，葡萄酒廠商必須在中國市場上有創意，要適應中國消費者的習慣。她說，西方人會買酒在家喝，而中國人則是與朋友在外面吃飯時點酒來喝。

Mr. Dearie said Treasury -- which sells in China wines such as a high-end Penfolds Grange for around 7,594 yuan, or about $1,222, and a low-end Rosemount Diamond Label for 160 yuan -- is working with one of its distributors toward opening a 6,000-square-meter wine gallery, for tasting events, in Shanghai.

迪爾裏說，Treasury目前正與其中一家經銷商合作，希望在上海開一個面積達6,000平方米的酒廊，用於舉辦品酒活動。該公司在中國國內銷售的葡萄酒中，既有售價約人民幣7,594元（約1,222美元）的奔富葛蘭許(Penfolds Grange)等高端酒，也有售價人民幣160元的玫瑰山莊鑽石酒標(Rosemount Diamond Label)系列的低端酒。

He said he has no plans to develop special blends to suit China's flavorful food, which doesn't adhere well to the traditional pairings dictating, for example, that red wine goes with beef.

迪爾裏說，目前自己並沒有爲適應中國美食研發特別調味酒的打算。中餐不是很符合傳統上紅酒配牛肉這樣的搭配原則。

Treasury, spun off from Foster's Group Ltd. in 2011, is investing 15 million Australian dollars (US$15.7 million) in its Australian-based winery Magill Estate, in part to attract Asian visitors, Mr. Dearie said. He said they are working with tourism boards and are boosting infrastructure so that Asian tourists can store wine there or ship wine from the Magill Estate.

迪爾裏說，Treasury將對旗下位於澳大利亞的葡萄酒廠Magill Estate投資1,500萬澳元，投資的目的之一是吸引亞洲參觀者。他說，該公司現在正與旅遊機構合作，大力發展基礎設施，這樣亞洲遊客就可在那裏儲藏葡萄酒，也可將Magill Estate出產的葡萄酒發至外地。Treasury是在2011年從Foster's Group Ltd.分拆出來的。

The company is also increasing its presence at duty-free shops around the world and holding tastings there so Asian tourists can learn more about premium brands like its 1,874 yuan Wolf Blass Platinum Label, he said.

迪爾裏說，Treasury還在全球各地的免稅店提高自己的“能見度”，舉辦品酒會，這樣亞洲遊客就可對售價人民幣1,847元的禾富酒莊白金(Wolf Blass Platinum Label)系列等高端品牌有更多瞭解。

Treasury's sales by volume to China and Hong Kong rose 31% in the fiscal year ended June 30, 2012 from a year earlier.

在截止2012年6月30日的財年，Treasury在中國內地和香港的銷量同比增加了31%。

Mr. Dearie said Treasury's business in China is profitable. He declined to offer further details.

迪爾裏說，Treasury在中國的業務是賺錢的。他拒絕透露更多細節。

Treasury's net profit increased 31% to A$52.3 million in its fiscal first half ended Dec. 31 on a reported-currency basis.

Treasury財報顯示，在截至去年12月31日的上半財年，Treasury淨利潤增加了31%，至5,230萬澳元。