最贵国产酒敖云之酿酒师访谈

文:陆江(Maxime LU)

说到中国最贵的,也是最国际化的国产精品酒,世界第一奢侈品集团LVMH集团旗下的云南香格里拉出产的敖云葡萄酒(AOYUN),现阶段是名至实归的。它和某些国产酒厂的走特定渠道的自嗨型高价酒不同,敖云葡萄酒已经在伦敦和纽约等国际精品酒主力市场直面消费者,已经历了不少国际著名酒评人,大师的品鉴考验,也进入了包括BBR在内的一线酒商渠道,以及Liv-Ex伦敦葡萄酒交易所,也在中国市场开始推广和零售。当然由于其高昂的销售价格(人民币两千多元,约合300欧元的国内零售价),在国际国内葡萄酒市场引发了较大争议。

Speaking of the most expensive and most international wine now made in China, the first on the list should be Aoyun wine (AOYUN) produced in Yunnan Shangri-La by the world’s top luxury group LVMH. Many other domestic wines claimed to be the same,but we know they are just good at amusing themselves and access to only some special channels。While AOYUN is different,it has been tested by the consumers from London to New York fine wine market,approved by many international wine experts and specialists,accepted by the strongest wine merchants including BBR and Live-ex,and finally entered into Chinese market. Nonetheless,we have to admit its price is high(more than 2000RMB,300 euros around),that’s why it arouse so much controversy in domestic and international wine market。`

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我从2014年就开始关注LVMH的敖云酒庄这一项目。LVMH集团本来就也是精品酒业巨头,有白马、滴金、Domaine des Lambrays、Krug、香槟王等大牌顶级精品庄,种植酿酒实力强悍,推广和渠道资源也是无与伦比的。LVMH做这款酒的目标就是打造成奢侈品级的精品酒,这对提升中国葡萄酒在国际上的声誉是有颇多好处。

I have been following LVMH Aoyun winery since 2014. LVMH Group has always been a fine wine industry giant, owning such as Chateau Cheval Blanc、Chateau d’Yquem 、Domaine des Lambrays、Krug and many other super top wine brands. This time LVMH also plans to create a luxury boutique wine,which actually could benifit all Chinese wines by enhancing their international reputations。

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简单介绍一点敖云酒庄信息:

LVMH为了寻找合适的葡萄园就探索了4年,最终确定在香格里拉,梅里雪山(6800米海拔)附近,湄公河边。

酒庄葡萄园的日照条件由于地势阻挡,每天8-9小时,和波尔多相比是偏少的,不过导致了有很长的生长季,使酚类物质,酸度和糖份能较好地实现同步成熟。波尔多从开花到收获一般是100-120天,而敖云这边的葡萄园可达140-160天。

葡萄园完全是靠手工剪枝管理,总面积约28公顷,分布在4个村子,交通极为不方便。海拔高度约为2200-2600米,土壤和微气候有很好的多样性。葡萄园被分为320个小地块,平均面积约1.3亩,每年每公顷约需要3500工时来管理维护。当地以藏民劳力为主,语言和文化差异会是沟通的很大障碍。

Simple background information about Aoyun
It took LVMH four years to find a perfect vineyard. Finally they chose the site in Shangri-La, near Meili Snow Mountain (6800 meters above sea level), and beside the Mekong River.
The daylight hours in the mountains is only 8-9,less than that is in Bordeaux。It results in a long growing season, giving enough time for phenols,acids and sugars to ripe. The flowering period in Bordeaux is generally 100-120 days, while in Aoyun vineyard it could be up to 140-160 days.

The pruning and managing work is all done by hand。Traffic is a disaster。The vineyard,with a total area of around 28 hectares,2200-2600m above sea levels,is distributed in four villages and divided into 320 little plots(one plot covers an area of 1.3 acres on average)。Every hector requires about 3500 hours of manpower to manage。People who work in the field are mainly local Tibetans who have their own cultures and habits。It’s very difficult to communicate with them。

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就像前面提到,现在国内外市场上关于敖云葡萄酒的价格争议很大,我在此也无意评说价格是否合理,毕竟消费者会用手中货币进行投票。我这次有幸采访了酒庄的首席酿酒师Maxence Dulou,并且尝到了这款风云之酒,下面分享一下采访内容和我对这款酒的酒评词和评价。

As mentioned earlier, at present the way Aoyun priced its products remains controversial. I wouldn’t judge it, but leave it to the consumers. What I will do is to share with you my experience of a serious Auyun tasting. Besides, it’s so lucky for me to get a chance to interview Maxence Dulou, the chief winemaker of the winery.

首席酿酒师Maxence Dulou2013年搬到云南加入团队,现在全面负责酒庄种植和酿造。  

Chief winemaker Maxence Dulou,live in Yunnan and work with the team since 2012,now is in charge of all the viticultural and winemaking work.

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您对中国其他葡萄酒产区有何评价?

我去过山东,这两年还曾去过两次宁夏,在那里喝到过一些非常不错的红葡萄酒,并感受到品质较之以往有很大提升。他们也各自存在着一些问题,山东夏季降雨多,太潮湿,葡萄很难达到理想的成熟度,会有一些生青的味道,发展有机种植难度会很高。宁夏日照充足,糖分成熟度比较好,但是单宁成熟度和酸度上会有一些欠缺,且冬天太冷,葡萄藤需要埋土,不过整体水准上已经很出色了。 

What do you think of other wine regions in China?

I’ve been to Shandon, and Ningxia twice in the past two years, where I had many quality red wines and do feel its big improvement. Nonetheless each of them has their own problems. In Shandong, there is too much rain, the weather is so wet that the grapes cannot achieve desired maturity, but with some green flavor. It would be difficult to develop organic there. While Ningxia is always sunny, the grapes are able to accumulate enough sugar in the harvest season,but lack acidity,and their tannins cannot ripe enough. It is very cold in the winter, so grapes need to be buried to keep warm. But overall it seems fairly comforting.

您觉得气候原因造成酒体的不足之处,可以用哪些技术来弥补呢?

对所有的产区来说都是一样,如果真的有天灾来临,那酿酒师也并没有太多办法,只能坚强以对。云南这边的气候,六月到八月变化比较大,但每一年从九月中旬到十月末的收获季总是阳光充足且十分干燥,葡萄能达到良好的成熟度。

这样的气候适合施行有机管理,所以我们采取有机种植方式,尽量减少人为干预,让葡萄自己逐渐适应并培养出应对恶劣自然气候的能力。因为采用有机管理,葡萄园管理中主要用到波尔多液和牦牛粪。

我们目前在当地还只有三年的种植经验,四年的酿酒管理经验,如想要完全掌握产区的微气候变化,需要更多时间和工作。

In your opinion,what technologies can be used to make up for the inadequacy caused by the weather?

It is the same to all the regions that if there is a real dizaster, the winemaker could do nothing but learn to be strong. The weather varies considerably from June to August in Yunnan。But when it comes to the harvest season, generally from mid-September to the end of October, everyday is sunny and dry, and the grapes can achieve satisfying maturity.

This kind of cliamte is suitable for the implementation of organic management, so that’s what we do there: use Bordeaux mixture and yak manure only in the vineyard; try to minimize human intervention as possible as we can so that the grapes can gradually adapt themselves to the environment and be able to cope up with all the harsh weathers.

Currently we have only three years cultivation experience and four years operation experience there. We need much more time to master all the micro-climate changes discipline in the production area.

你们的葡萄园位于海拔高度两千多米的地方,夏天光照应该会非常强,你们会有特别的葡萄园管理技术(架型、修剪等)

我们采用VSP架型,在整个葡萄的生长季节都会保留叶子,在转色期间会将朝向东面的叶子剪掉一些,朝向西面的叶子则由于下午光照太强烈,为避免伤害葡萄而保留。 但每一年的气候都不一样,还是要根据实际天气采取具体的疏叶措施。比如今年六月多云,就不用剪那么多,也减少了我们的园内工作量。当然,和法国不同,厚云层虽然会有一些阻挡阳光的作用,但对葡萄成长并不会产生显著影响——因为我们海拔太高了,云层有时在我们头顶只有100米左右(有时甚至还会在我们下方),总有阳光能穿透云层洒进葡萄园,所以葡萄还是能达到非常好的成熟度。

Your vineyard is 2000m high above sea level, thus sunlight would be very strong in the summer. Do you have any special vineyard management techniques (framing, pruning, etc.)?

We use VSP model, which keeps the leaves all through the growing season and cuts some in the veraison period. The leaves facing southwest will always be kept to protect grapes from strong sunlight. The climate varies every year, so pruning work must be done depending on conditions. For example, this June is cloudy, which means we don’t need to cut too much. Unlike France, thick clouds will weaken the sunlight but will not block it,nor have any impact on the growth of the grapes. It is because we are in such a high altitude. The clouds are sometimes only 100 meters above our heads(and sometimes even below us). Sunlight can always find a way to penetrate the clouds into the vineyard to ripen the grapes.

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关于酒庄未来发展,有何计划?

技术层面来说会进行不同方向上的尝试,比如种植更多葡萄品种、比如葡萄园内一些修剪、植草工作的调整以及尝试使用中国的陶罐进行发酵等等。

What are the plans for the future development of the winery?
We’ll make new technical attempts such as cultivate more grape varieties, improve the pruning and grass planting work, use Chinese pottery in the fermentation and so on.

听说2013年份敖云葡萄酒就使用了您刚才提到的这种陶罐效果如何呢?

我们首先有大约40天的浸皮(包括酒精发酵)。随后要进行二次发酵(苹果酸乳酸发酵)时,我们40%的酒会使用法国新橡木桶,剩余部分按照常规,会使用旧橡木桶,但从法国引进的话,因为交通不便等原因并不可行,若从中国临近产区采购旧橡木桶,由于所使用的酵母不同,而且会有可能的不良细菌携带,会对酒造成污染,所以找一种比较中性的,不会为酒添加任何风味但也没有坏影响的陶罐做代替,是个很好的选择。从现在看结果还是令人满意的。这些陶罐是全新的,是当地用来盛装中国白酒的陶土罐。

It is said the Chinese pottery you just mentioned have been used in making 2013 vintage of Aoyun Wine. Does it work well?

We had 40 days maceration(including fermentation), and then moved into second fermentation ( malo-lactic fermentation). 40% new french oak is used at this stage. The rest used old barrels as we normally do. But it is impossible for us to bring in barrels from France due to the inconvenient transportation. Nor could we purchase any old ones from nearby production areas, as different yeast may carry bad bacteria and cause contamination. Thus we chose to use a nuetral container, which could not add any floavor to the wine but will not add any bad effect either. The pottery was by far a satisfying choice. They are brand new,and use to hold local spirits.

敖云是否会进行人工灌溉?

加州和澳大利亚会使用滴灌,葡萄需要多少水,就给它多少水,葡萄的根系在50公分左右,但这样会造成地表土壤过硬。敖云没有采用滴管,敖云的葡萄根系可以扎到很深,长达3米左右,这样就能从地下吸取更多水分。所以在生长季节可以完全依赖自然降水来补足水分,不需要人为灌溉。在干燥的冬天有时会进行小范围的漫灌,既达到灌溉效果,又能避免大范围的土壤板结问题。

Does Auyun use manual irrigation?

In California and Australia,the grape roots are bout 50cm long, people use drip irrigation, which means, you give grapes the exact amount what it needs. But drip irrigation will make the surface soil too hard. While in Ao Yun, the grape roots are up to 3 meters, so they can absorb more water from soil and need no irrigation. Natural rainfall is enough for them. In dry winter, we do small range of flood irrigation from time to time. In this way, we can both offer waters to the vine and avoid soil hardening.

哦?能达到3米的根系,敖云不完全是用年轻藤吗?你们是怎样控制葡萄出产品质的?(陆江)

我们把五、六年的葡萄藤叫做年轻的葡萄藤。但是酿这瓶酒的葡萄已经十五年的藤龄了,在我们买下这里之前,已经有当地的农民在这里种下了葡萄。前两年我们做了很多研究,并在去年(2015年)种下了一些葡萄,这些葡萄苗还需要一些时间才能正常出产。但是我们面前的这瓶酒,是用根系深达3米的十五年藤上长出的葡萄酿的。我们现有的葡萄园里,有一半面积都是十五年以上的葡萄藤。(葡萄酒在线)

过去农民是采收葡萄后按重量卖给当地酒庄,你可想而知,他们唯一重视的就是产量。我们来了以后,通过翻译,指导村民进行耕种工作。对葡萄产量和品质进行完全控制。之前老葡萄藤是没有经过砧木嫁接的,我们新种下的葡萄则有做嫁接,一是为了更适应当地土壤,提高葡萄品质;二是为了预防根瘤蚜虫。虽然目前还没有虫害出现,但如果出现,后果不可想象。目前酒庄还处于探索期,我们分析土壤成分、结构、土质……,并选择最适合的砧木。另外如果嫁接后品质确实有明显提升,我们将会对老藤部分进行重新替换种植。

3 meters’ roots? I thought Ao yun had only young vines? How do you control the quality of the grapes? (By Lu Jiang)

We call five or six years old vines young vines. But vines used to make this bottle are already 15 years old. There are many local farmers who planted grapes in this area far before we purchase the estate. At the first two years, we did a lot of research and finally planted some grapes in the last year (2015). These baby vines need time to produce qualified grapes for wine. However, the wine in front of us is made by grapes from 15 years old vine with 3 meters’ roots. 15 years old vine took half of the area of our current vineyard.

In the past, farmers sell grapes to the winery by weight. So you can imagine, the only thing they care about is yields. After we came, we tell the villagers how to work through an interpreter, stay in complete control of quality and rationalize ourselves. We did a lot work here, for example we introduced rootstock grafting. Fisrt, this can improve grape quality. Second, it can prevent Phylloxera——no signs of it now, but once it occurs,it would be a disaster. We analyze the composition and structure of the soil and chose the most suitable rootstock. If the rootstocks do improve the quality, we’ll replant all the old vines.

所以你们其实从很久之前就已经研究这里的葡萄园

是的,虽然我们2015年开始种植葡萄。但其实自2012年我们就已开始与政府进行沟通工作,2008年就在开始研究这片土地了,至今已8年。

So actually you have studied the vineyards since long ago?
Yes,we started to plant grapes in 2015,but begun to communicate with local government since 2012,and have been studying the field since 2008,8 years ago.

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目前葡萄园中都栽种了哪些品种呢?

主要是赤霞珠、品丽珠、梅乐、小维多,和少量试验中的品种。此外也有计划尝试栽种更多品种,比如西拉和马尔贝克,具体还未确定。

我(陆江)追问一句:“葡萄苗和宁夏的夏桐(LVMH在华另一酒庄)一样,也是从中粮集团的葡萄苗木基地采购?”。 “是的!”。

Currently how many varieties are planted in the vineyards?
Mainly Cabernet Sauvignon, Cabernet Franc, Merlot,Petit Verdot and some tested verities. Besides that, we planned to try Shira and Malbec, but stays undecided.

Does Domaine Chandon Ningxia purchase from COFCO Corporation Grape Seedling Base too?( By Lu Jiang)

yes!

在敖云进入市场之前,你们都做了那些考量?

在发行上市之前,我们首先反复确认酒的品质达到了我们理想的状态,表现稳定,也送给许多国际重量级的酒评人品尝。他们回馈确认这是他们喝过具有独特个性和辨识度的赤霞珠,也是中国最好的葡萄酒。至此我们才决定将它推向市场。

How do you determine the time for Aoyun to come into the market officailly?
Its quality has been repeatedly confirmed that it can meet our strict requirements. Its performance is always stable. It is widely praised by all the international heavyweights in wine industry whom we sent the wine to. They all recognize it as a unique and great Cab, and the best wine in China. At this point, we thought we are ready to bring it to the market.

从您的角度来说说敖云的特点。

对于赤霞珠的全新演绎,酒色深邃,兼具新鲜水果和成熟水果的香气特质。当地的风土气候赋予它新鲜感和活跃酸度。很多人第一次闻到果香的时候会想到波尔多的波亚克,相似的雪茄、烟草和雪松。但也有人觉得像是来自加州,果味充沛,酒体饱满。对于我来说,它介于它们二者之间,单宁传达出我所期待的结构感和优雅度。总之,我们想要的不是一款迎合市场的,强壮有力的酒,而是一款复杂精致,能够忠实传达风土,代表这神圣山区的酒。

Could you describe Aoyun from your point of view?

It’s the new interpretation of Cabernet Sauvignon. Deep color, with both fresh fruit and ripe fruit characteristics. Freshness and lively acidity is from the unique terroir. Many people would think of Pauillac the first time they smell it,with similar aroma like cigar, tabacco and cedar. While someone find it more like California wines, very fruity, delicious, full-bodied. For me it’s somewhere in between. The tannin is as elegant and structured as I expected. In a word, we don’t want to cater to a growing demand fo strong wines, but a sophisticated and graceful wine, the wine that can represent the sacred mountain and its terroir.

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敖云葡萄酒品鉴词(陆江):

敖云AOYUN 2013

黑色成熟水果的果味充沛,还有紫罗兰和西方香料味道,透出一丝烟熏和黑巧克力气息;重酒体,酸度活跃,果味主导,单宁强且有明显收敛感,但质地成熟很细致,口中整体平衡,有不错的集中度和长度,后段收尾能感到微微的酒精感,余味长,有烟叶,香料气息。15度的酒精,Ph值是3.55。

口中感觉还是新世界酒,不过的确是细致风格。平心而论,品质不错。至于价格是否合适,无论是LVMH的解释:“成本极高,超过了白马和滴金。”,还是一些评论人士:“价格已经赶上白马,Opus one等,太不合理”,还是看市场表现吧。

Tasting (By LU JIANG)

Intense with ripe black fruit flavors, violets and western spices, revealing a trace of smoke and dark chocolate. Full-bodied and crisp, fruity-forward, with strong and converged tannins and delicate texture. Balanced, in the last part you can feel it slight alcoholic. Tobacco and spices can be found in the long finish, Alc.=15%, Ph=3.55

You can still tell that it’s from new world, but indeed elegant. I must say it’s good. As for the price, you can listen to either LVMH ( because of the high cost, more than Chateau Cheval Blanc and Chateau D’yquem) or some critics(almost as expensive as Chateau Cheval Blanc and Opus one, so unreasonable), or just keep quiet, wait and see how it will behave in the market.

采访撰稿人陆江(Maxime LU):

– 曾任Decanter亚洲葡萄酒大赛(Decanter Asia Wine Awards),意大利南部葡萄酒大赛(Puglia)、葡萄牙葡萄酒挑战大赛-Wines of Portugal Challenge(Lisboa)等国际国内葡萄酒大赛专家评委;

-《葡萄酒在线-WINEONLINE.CN》创始人和专栏撰稿人;

– Decanter中文版, Prowein中文版等主流业内网站和媒体专栏专题撰稿人;

– 资深葡萄酒收藏顾问;葡萄酒行业咨询顾问。

 

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[深度群访] 澳大利亚葡萄酒:迈进后自贸协定时代

文:陆江 | 葡萄酒在线

(本文已发表于Decanter中文版-醇鉴中国,转载请标明出处和署名)

陆江老师深度专访国内葡萄酒行业不同商业环节的部分代表机构、企业和个人,对澳洲酒在中国市场的现状、挑战和未来进行全面读解,希望能让读者窥豹一斑,了解降税快一年的澳洲葡萄酒的现状。

背景

2015年,中澳两国政府在悉尼就中澳自贸协定生效互换两国外交照会,双方共同确认《中华人民共和国政府和澳大利亚政府自由贸易协定》将于2015年12月20日生效并第一次降税,2016年1月1日进行第二次降税。

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驻墨尔本总领馆经商室的消息称,根据澳大利亚外交贸易部发布的中国关税减免承诺时间表,对于起泡酒以及小于2L容器的进口葡萄酒,关税第一年降至11.2%,第二年降至8.4%,第三年降至5.6%,第四年降至2.8%,预计将在2019年降至0。对于散装葡萄酒,关税减免方案为从20%每年逐步递减至16%、12%、8%和4%,并在2019年降至0。

时隔不到一年,截至到今年2016年9月底的数据,中国首次成为澳洲葡萄酒第一大出口市场。

目前,澳洲瓶装葡萄酒关税已经下降两轮至8.4%。

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图片:Penfolds葡萄园与袋鼠,TWE版权图片

中澳自贸协定签订后一年,葡萄酒市场有何变化?

澳大利亚葡萄酒局(Wine Australia)中国区总经理杨伟华(Willa YANG)认为,关税降低带来的变化主要是心理上的。

“对酒商、进口商和葡萄酒从业人员来说,这是一个让他们信心大增的利好消息,他们相信自己的产品在价格上会更有竞争力。正在考虑向澳洲移民的人也会被这条新政吸引视线,毕竟在两国贸易环境如此友好的大环境下,做做澳洲葡萄酒生意应该会遇到不错机会。”

“根据刚刚发布的数据,截止到今年9月底的12个月内,澳大利亚葡萄酒对中国大陆出口额增长了51%至4.74亿澳元,出口量则增长了52%至9千万升。这些数据其实就是贸易协定给澳大利亚葡萄酒市场带来积极影响的证明,当然也跟现在中国葡萄酒市场在稳步健康地增长有很大关系。”

对于进口商而言,这样的积极影响是循序渐进的。

“跟随着跨境进口的热潮,越来越多的澳洲酒庄、品牌方已通过自己开店或联合线上大型零售商,入驻天猫国际。”阿里巴巴集团新媒体事业部黄晶表示。

据黄晶介绍,除前不久亮相9月9日天猫首届全球酒水节的澳洲多产区官方旗舰店和中小酒庄联合外,目前天猫国际已通过澳洲超市集团Woolworths、食品批发集团Metcash、澳洲邮政上线了第一批葡萄酒。

“今年我们看到了澳大利亚葡萄酒销售有非常好的增长。在一些月份,澳大利亚已跃居亚马逊中国销量名列前茅的产国。” 亚马逊中国高级产品总监郑红梅(Joanna Zheng)也指出。

ASC精品酒业发言人龚国亮(Matthew Gong)认为:“仅就目前来看,其对成本的影响还属有限,也不会对整个市场造成影响。从长远来看则毫无疑问的,它最终将为澳大利亚葡萄酒在中国市场的发展提供更大价格竞争力。”

联想佳沃葡萄酒市场总监王晓珊也表示“短期内还没看出对销售的实质影响”,但指出从市场、客户关注度和酒庄的支持力度上,还是有积极变化的。

“关税只是葡萄酒生产运输成本中的一个没有那么大的组成部分,降税政策可以帮助最终降低20%左右的成本,让消费者获得一些福利,但跟香港的无税贸易环境还是无法相比。”葡道总经理以及澳大利亚兰顿亚洲负责人Marcus Ford指出。

“所以双边协定最大的助益其实是促进了中澳两国国的友好关系,吸引到了更多的视线投注到澳大利亚葡萄酒身上,也吸引到了更多商业力量尝试进入葡萄酒行业领域。”

而对于消费者,减税带来了更多“冷门和小众”的澳洲葡萄酒,增进了他们对于澳洲葡萄酒的了解。

“比如广州一家葡萄酒公司进了不少生物动力葡萄酒,这在澳洲葡萄酒里也是很少见的。”上海外滩游艇会首席侍酒师张聪说道。

“消费者的葡萄酒知识也更丰富了。他们去澳洲旅游或者出差、移民,对于澳洲和澳洲葡萄酒都有了一定的了解,除了奔富也开始叫得出其他许多澳洲葡萄酒的品牌,也意识到澳洲葡萄酒跟法国葡萄酒相比会是个更高性价比的选择,碰到完全没听说过的品牌也会愿意尝试。”

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图片:伊顿谷,由Chris Mercer拍摄

澳洲葡萄酒在中国市场的优势

龚国亮指出,澳洲葡萄酒“口感和风格上符合中国消费者审美、酒标简单易懂”易令中国消费者产生好感。此外大品牌的口碑和认知度,以及葡萄酒旅游项目的推广,也有助于培养中国消费者对澳洲品牌的感情。

郑红梅认为,澳大利亚葡萄酒入门、中端级别的产品提供了更好的性价比。

澳洲葡萄酒局及一些精品酒庄在中国市场的推广和教育活动较多,令澳洲葡萄酒更常出现在消费者面前,王晓珊补充道。

葡萄酒专家James Halliday则将澳大利亚葡萄酒与顶级法国葡萄酒比作“丰田卡罗拉对兰博基尼”,认为澳大利亚葡萄酒较高性价比将助它们在未来与法国酒“一争高下”。

“目前来说,法国和澳大利亚共占据了70%的中国进口葡萄酒市场。虽然二者相比,法国仍然遥遥领先于澳大利亚,但必须说澳大利亚正处于快速上升期,和法国之间的差距正在慢慢缩小。到了下一代年轻人开始能喝酒的时候,你可能会发现澳大利亚和法国葡萄酒的数量持平了。”

杨伟华认为,首先澳大利亚与中国时差仅有两小时,便于从业人士更有效率地交流。而65个产区、一百多个葡萄品种以及比欧洲自由度更大的法律规定,令澳洲葡萄酒具有丰富多样的个性。

“举个例子来说,设拉子虽然是澳洲最流行的品种,在每个产区都有栽种,但是在温暖产区和凉爽产区,甚至同一产区的不同酒庄之间,设拉子的风格可以完全不同。我们的口号是,必有一款适合你——这并非一句空话,多样性是我们非常大的优势。”

此外,澳洲拥有全球领先的葡萄酒研究院,能够为澳洲酒庄提供从预防灾病、培育葡萄品种等方面的技术支持。

最后,“澳洲的酒庄们越来越意识到中国市场的重要性,愿意向中国市场投入更多资源和精力。这也会带动澳洲葡萄酒在中国进口葡萄酒市场上的进一步发展。”杨伟华总结道。

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图片:Penfolds葡萄园,TWE版权图片

挑战与未来

“需要提醒的是,许多人也许对于降税政策反应过于激动了,没有充分的准备就踏入葡萄酒行业。” Marcus Ford 指出。

“事实上,还未成熟的中国葡萄酒市场需要被很谨慎的对待。你要选择有品质的葡萄酒并让市场注意到它、举办品酒会、跟顾客讲这瓶酒背后的故事。就是说最后还是要落实在卖酒上,该做的一样都没有少,不是光把酒运到地方就能卖出去了。”

龚国亮也持同样观点:“对于精品(澳洲)酒来说,除少数知名品牌,大部分需要更多工作来提高品牌知名度。”

王晓珊则指出,澳洲葡萄酒单价较高,此外使用螺旋盖较多,尽管对专业买家没有影响,但有些客户在买价格高的酒时,“会觉得用螺旋塞的酒品质不够”。

不过Marcus Ford同时指出,“过去几年里最好的事情莫过于中国市场不再把澳大利亚葡萄酒作为廉价的代名词,而开始关注它们品质和内涵。”

“在零售商所售150-300RMB这个价格区间里,你能找到许多性价比非常高的澳洲葡萄酒,这才是未来澳洲葡萄酒应该主力发展的方向,而100RMB以下这个区间就让给智利、阿根廷、西班牙等等去竞争吧。澳大利亚已经培养起许多认可度很高的知名大品牌比如奔富,这是非常好的事。大品牌应该继续保持住与其名誉相匹配的品质,担当起提升澳洲葡萄酒整体形象的责任。

而对于大品牌,张聪从消费者的角度提醒道,如何从根源上抵制假酒,对于澳洲葡萄酒的长久发展至关重要。

“比如现在市场上有各种渠道各种长相的奔富。当我打开一瓶酒,通过看酒塞,闻香气辨别出它是假的,就必须要跟消费者沟通解释,告诉他们我并非想要找这种拙劣的借口推销自己的酒,但你这个酒确实是假的——说这个是因为客人自带的奔富假酒比例能达到一半以上。这会严重损害酒庄的声誉和未来的市场。”

他同时指出,澳大利亚葡萄酒亟待改变在消费者心目中“年轻新鲜”的印象。此外能够“根据中国市场的偏好进行一些调整:“比如它的雷司令,风格都是不受国人待见的类型,但是如果增加一些半干的比例,甜口势必会更讨巧一些。”

从官方推广机构的角度,杨伟华认为由于中国幅员辽阔,目前教育推广工作“展开和深入的程度还十分有限”。

“我们计划在未来将葡萄酒文化推广活动带入更多的二三线城市,跟更多的国内业内伙伴合作。我认为目前国人对葡萄酒的理解方向还是有些偏颇,这也是葡萄酒教育工作者的不足之处,未来我们不能进一步制造葡萄酒的距离感,而是要让它接上地气儿。”

(*点击http://www.Decanter China.com查看原文,查询身边的优质葡萄酒,读遍名家专栏,学练WSET知识点,阅览海内外葡萄酒信息。DecanterChina.com是1975年创刊的国际葡萄酒权威媒体Decanter为日益成长的中国葡萄酒爱好者量身打造的中英文双语网站。)

Amazon China: Who is drinking imported fine wines in China– exclusive interview

By Maxime Lu / 陆江

(Published on DecanterChina.COM,  Chinese version of Decanter.)

 

Amazon China speaks exclusively to Decanter China about the scale of their wine business and who are their key consumers.

1Image: Shi Jianjun, vice president of Amazon China, credit Amazon China

The scale of Amazon China’s wine business

The number of wine brands sold directly by Amazon China has ‘quadrupled’ in the last three years, with sales increasing by more than 100% every year, SHI Jianjun, vice president of Amazon China, told DecanterChina.com.

Amazon China launched its wine business in August 2012, followed by a direct import business from September 2013. Now the online shop directly sells wines from the US, France, Australia and Italy, covering more than 130 brands and nearly 800 wines and other fruit-based alcohol.

The wine sector is becoming one of the ‘focal points’ of the online retailer’s direct import business, said Shi Jianjun. ‘As the population of white collar workers increases in China, and the market’s wine knowledge inproves, we are very confident in growing wine sales in China.’

Who is buying the wines and for how much

‘90% of wines sold on Amazon China are imported wines,’ said Shi.

Currently around 3,800 wine products (‘stock keeping unit’ SKU) are sold across the platform.

Wines priced at between 100-300RMB (11 to 34GBP) are currently the most popular on Amazon China, with France being the best-selling origin of wine, followed by Australia, Chile and USA.

Consumers buying wines from Amazon China are mainly aged between 23-40 from first-tier cities including Beijing, Shanghai and Guangzhou, second-tier cities on the eastern coast and provincial capitals, according to the vice president.

Recent Wine Intelligence research found that 48 million consumers from the ‘urban upper middle class’ are now drinking wines at least twice a year, up by more than a quarter than 2014.

135876_amazon-interview-2-shi-jianjun-2Image: Shi Jianjun, vice president of Amazon China, credit Amazon China

Choosing the right suppliers

Amazon China’s advantage ‘lies in the Amazon group’s globalised presence’, said Shi, comparing the business to domestic players.

The buyers of Amazon China share information on wineries with Amazon buyers around the world. After an initial selection of producers, the buyers would visit producing areas and wineries to taste and choose the products. ‘We look for value-for-money wines that are suitable to Chinese consumer’s palate’, said the vice president.

In June 2016, Amazon China established its own wine club. The online retailer plans to invite wineries to hold tastings for wine club members so as to ‘double check’ if these wines will be liked by a wider group of Chinese consumers.

The provenance of the wines sold by Amazon China, said Shi, is ‘protected at the origin’ as all brands sold by Amazon China come either directly from the wineries or the distributors appointed by the producers.

‘We don’t only sell those big global brands, but also the less famous wineries which have their unique features and can well-demonstrate the local terroir,’ he said.

2016: year of expansion

Unlike many of its peers, Amazon China has been comparatively low-key about its wine business.

This year, the online retailer seeks to further utilize its ‘global resources’ to sell more fine wines directly from around the world, said Shi.

Last month Amazon China launched an Australian direct imports wine section, featuring fine Aussie wines including those from the Langton’s classification.

The move will lead to a second and more extensive Amazon China International Wine Festival later this year, said the vice president, during which the online retailer will launch an ‘International wine pavilion国际红酒馆’—a major update from its current wine section.

A heated wine sales contest against its domestic peers seems to be around the corner.

 

Maxime Lu / 陆江

-The founder and Chief wine editor of WineOnline.CN since 2005
-The founder and Chief wine educator of  WineSchool.CN since 2006
-The founder and main contributor for WineBlogChina.COM since 2011
-Wine Judge for international wine competitions: Decanter Asia Wine Awards 2015(Hongkong) , Wines of Portugal Challenge 2014(Lisbon) , Radici del Sud 2013 ( Puglia ) ,and some domestic wine competitions.
-A contributor for Decanter China(Chinese version of Decanter.com),Prowine China(Prowein branch) and for main stream media on fashion, finance , food and wine.
-The consultant of  Wine Collection.
-The consultant of wine companies.

独家访谈亚马逊中国:发力进口葡萄酒直采业务

 

文:陆江 | 葡萄酒在线

(本文已发表于Decanter中文版-醇鉴中国,转载请标明出处和署名)

和其他国内电商大亨相比,亚马逊中国的葡萄酒业务一直相对低调。今年,亚马逊中国将发力进口葡萄酒直采业务——以下为亚马逊中国副总裁的独家访谈。

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葡萄酒业务规模

过去的三年,葡萄酒电商发展迅速,但也波折不断。而亚马逊中国“在不到3年的时间里,选品数量和品牌数量都实现了超过4倍的增长,销售也一直呈现每年三位数的增长。” 亚马逊中国副总裁石建军接受DecanterChina.com专访时表示。

石建军介绍说,亚马逊中国的葡萄酒业务与2012年8月启动上线,酒庄直采于2013年9月启动,从最初的美国,延伸至法国、澳大利亚、意大利,涵盖了这四个葡萄酒产区国的130多个品牌,近800款红、白葡萄酒及不同口味的果酒。

目前,“葡萄酒业务已上升为亚马逊中国进口直采业务的战略性重点业务。”

进口葡萄酒消费者群体

目前在亚马逊中国,“进口葡萄酒销售基本占整个葡萄酒品类90%以上的销售。”石建军指出。

目前亚马逊中国网站上销售的葡萄酒,有3800个品类(SKU)。“单瓶价格100-300元,无论从销量,或是销售额,都是在亚马逊葡萄酒销售中占比最高的法国葡萄酒销量最好,其次是澳大利亚、智利和美国。”

亚马逊葡萄酒购买者主要包括北上广,以及沿海经济较好的二三线城市和内陆省会城市等。主要年龄段集中在23-40岁之间,石建军介绍道。

近期英国葡萄酒市场调研机构Wine Intelligence的一份调查显示,中国目前有4800万来自“上层中产阶级”的消费者至少每年饮用两次葡萄酒,较2014年的3800万有较大提升。受访人中的35%现在至少每月饮用一次进口葡萄酒,较2015年的调查提升23%。

寻求理想的供货商

和其他“国产”电商相比,亚马逊集团全球化的资源是其优势,石建军指出。

“亚马逊中国的葡萄酒买手团队会与亚马逊全球买手团队共享各地酒庄信息。初步筛选酒庄清单,并通过亲自深入葡萄酒原产地、探访酒庄的方式进行全方位考衡,选出极具性价比的、符合中国顾客口感的和最能体现当地风土特色的进口葡萄酒。”

谈及如何把控葡萄酒品质,石建军表示亚马逊中国经销的品牌“均通过酒庄、总代或其官方授权一级供应商引入,从源头保障了葡萄酒的品质。”

上个月,亚马逊中国宣布成立红酒俱乐部。“今后我们会在原有流程的基础上,由酒庄代表来给亚马逊红酒俱乐部的粉丝们做一次内部品鉴再次确认每一款酒是否适合中国人的口感。”

135876_amazon-interview-2-shi-jianjun-2

2016年:着力进口直采

和其他国内电商大亨相比,亚马逊中国的葡萄酒业务一直相对低调。不过在今年,亚马逊中国将发力进口葡萄酒直采业务。

“我们将充分发挥国际资源优势,继续做大进口直采酒的部分,并通过红酒俱乐部、葡萄酒大师班等一系列线上线下活动,带给葡萄酒爱好者全方位的品质体验。”

今年6月,亚马逊中国上线澳大利亚精品五星酒庄馆,致力于推广澳大利亚精品葡萄酒,还有意对“兰顿分级(Langton’s classification)”葡萄酒进行着重推广。

继去年9月的首届国际红酒节之后,亚马逊中国今年将“升级”举办这一活动。石建军表示:“今年我们还会有国际红酒馆的隆重上线,将来自更多国家的精品葡萄酒通过专业的国际红酒馆和线上线下活动推荐给中国消费者。”

*点击http://www.DecanterChina.com查看原文,查询身边的优质葡萄酒,读遍名家专栏,学练WSET知识点,阅览海内外葡萄酒信息。DecanterChina.com是1975年创刊的国际葡萄酒权威媒体Decanter为日益成长的中国葡萄酒爱好者量身打造的中英文双语网站。

 
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