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Justin Howard MW:英国人热爱澳大利亚葡萄酒,我对中国从业者有5个建议

2019-07-12 10:31:40 来源:微酿Microvin
摘要

在这里,1999年获得MW头衔、目前担任英国樂事會葡萄酒商学院荣誉院长Justin Howard接待了樂事會葡萄酒商学院一行15人,在近两个小时的交流与分享中,他惊叹于中国这个新兴国家葡萄酒行业的快速发展,对于未来葡萄酒文化推广他提出了寄语:“透过英国这个成熟市场现状,希望大家能够收获值得借鉴的方面,更好的作用于自己的葡萄酒事业中。”

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微酿Microvin

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Micro说:

创建一个学习之旅是非常有意义的,它吸收了一些英国最重要的葡萄酒标志。

北京时间7月10日,英国Masters Of Wine总部。

在这里,1999年获得MW头衔、目前担任英国樂事會葡萄酒商学院荣誉院长Justin Howard接待了樂事會葡萄商学院一行15人,在近两个小时的交流与分享中,他惊叹于中国这个新兴国家葡萄酒行业的快速发展,对于未来葡萄酒文化推广他提出了寄语:“透过英国这个成熟市场现状,希望大家能够收获值得借鉴的方面,更好的作用于自己的葡萄酒事业中。”

Justin Howard MW:英国人热爱澳大利亚葡萄酒,我对中国从业者有5个建议

就在现场,Justin Howard MW接受了微酿的专访:

微酿:您好!很高兴能在英国总部跟您见面,这是一个非常有意义的时刻。您曾数次到中国,与其相比,成熟市场有哪些主要特征?

Microvin:Hello! It's a great pleasure to meet you at UK Headquarters. It's a very meaningful moment.You have been to China many times,What are the characteristics of a mature wine market?

Justin Howard MW:成熟市场意味着停止增长,消费者行为稳定并且是可预测的。

在20世纪80年代和90年代,英国从一个以啤酒和烈酒为主的国家转移到一个有70%的英国成年人饮酒的国家。我们现在看到的是市场的两极分化,大众市场只想消费更便宜的葡萄酒,而一些专业的消费者对小生产者的葡萄酒更感兴趣,因为有故事可说,而且口味独特。

Justin Howard MW:A mature wine market is one that has stopped growing, and where the behaviour of customers is quite stable and predictable.

In the 1980s and 1990s, the UK moved from a country where beer and spirits were the majority alcoholic drinks, to a position where as many as 70% of all adults in the UK drink wine. We are now seeing a polarization between the mass-market who are just looking to consume cheaper commodity wine, and a more discerning market of consumers who are more interested in wines from small producers with stories to tell, and unique and distinctive flavours.

Justin Howard MW:英国人热爱澳大利亚葡萄酒,我对中国从业者有5个建议

微酿:现在的英国的葡萄酒行业具备哪些共同特点?消费者有哪些共同的需求?

Microvin:What are the common characteristics and needs of the UK wine merchants and wineries?

Justin Howard MW:英国人热爱澳大利亚葡萄酒,多年来一直是英国市场上消费者需求排名第一;大家同样热爱法国,因为法国生产了如此多不同风格的优质葡萄酒——它们仍然是世界各地许多葡萄酒生产商的参考。

同时西班牙和意大利也非常受欢迎,因为两者都靠近英国,产品品质好且性价比高。西班牙最受欢迎的是里奥哈的红葡萄酒,意大利最受欢迎的是灰皮诺的白葡萄酒和普洛赛塞克的起泡葡萄酒。

英国市场对任何国家的葡萄酒都非常开放,比如消费者们对南非、葡萄牙、阿根廷、奥地利和希腊的葡萄酒都很感兴趣。我想也许这些葡萄酒也会在中国找到爱好者,很多生产商都把英国视为最具竞争力的市场——如果他们能做到这一点,他们就可以在任何地方获得青睐。

Justin Howard MW:The UK loves Australia, and Australian wines have been number one in the UK for some years. And we still love and respect France for producing so many great wines in so many different styles – they are still the reference for many producers making wine all around the world.

But Spain and Italy are also incredibly popular – both are close to the UK, both produce some excellent wines for very good prices. Perhaps Spain is most popular for the reds from Rioja, and Italy for the whites from Pinit Grigio and sparkling wines from Prosecco.

And the UK market is very open to wines from any country, with a lot of interest in wines from South Africa, Portugal, Argentina, Austria and Greece. Maybe these wines will find enthusiasts in China too? A lot of producers regard the UK as the most competitive market – if they can make it there, they can make it anywhere.

微酿:与其他国家相比,中国葡萄酒市场最明显的特点是什么?我们要怎么做才能加速发展?

Microvin:Compared with other countries, what are the most obvious characteristics of Chinese wine market?How can we speed up its development?

Justin Howard MW:根据《Wine Intelligence》调研报告,中国还是一个新兴市场。新兴市场特征:葡萄酒依然没有被广泛和日常地消费,在接下来几年会逐渐转化为成长中的市场,即饮用文化会变得主流并逐渐壮大。一旦这种快速增长停滞,并且日常人均消耗量会增长(而不是人均消耗量分布差异极大),成熟市场就会正式建立完成:人均消耗量仍将有缓慢增长,仍将展现出不断变化的品味。这可能是最理想的状态——因为增长和规模推动了投资和创新。

而中国市场变化很快!这是一个非常庞大、非常复杂的市场,不断有大量的人参与到葡萄酒的饮用中。对于大多数中国人来说,葡萄酒成为一种日常体验还需要一段时间,但令人惊讶的是,在这里,葡萄酒文化被接受的速度非常快。

Justin Howard MW:At the moment, China is still classified by Wine Intelligence as ‘Emerging’, where the characteristics are that wine is not widely or regularly consumed. In the next few years, wine will transition to become a ‘growth’ market, where it is becoming mainstream, with the capacity to grow considerably. Once the growth stops accelerating, and consumption reaches a significant level per capita, China will have become an ‘established’ market - still showing steady growth, and still demonstrating evolving tastes. This is probably the most desirable state - as growth and scale fuel investment and innovation.It is changing fast! China is a very large, and very complex market, with a huge number of people becoming involved in enjoying wine-drinking. It will be a little while before wine becomes an everyday experience for most Chinese people, but it is amazing to see how quickly wine culture is being adopted here.

微酿:英国同样也是通过葡萄酒教育影响了全世界的地方,中国市场的表现就充分证明了这一点。WSET在中国的学生数量已经超过了英国和欧洲的学生总数。作为MW,您对这一现象有何看法?

Microvin:The number of WSET students in China has exceeded the total of UK and Europe. As a Master of Wine, what is your view on this phenomenon? 

Justin Howard MW:好消息!这显示了中国消费者对知识的渴望。我们看到现在看到越来越多的中国学生通过学习拿到了毕业证书,并开始为获得MW而努力。当教育达到更高的水平,重点从知识(这是一个必要的基础)转向理解,解读和洞察力,这是MW考试所需要的。

Justin Howard MW:I think it is excellent news, and demonstrates the appetite for knowledge in China. The IMW is now seeing a growing number of Chinese students who have passed the diploma and who are beginning the studies for the MW. As education reaches a higher level, the emphasis moves away from knowledge, (which is a necessary foundation), towards understanding、interpretation and insight which are what the MW exam requires.

Justin Howard MW:英国人热爱澳大利亚葡萄酒,我对中国从业者有5个建议

微酿:对于中国的葡萄酒从业者来说,您有什么建议和分享?

Microvin: What are your suggestions to the China importers?

Justin Howard MW:

1.与你信任的产品供应商长期合作;

2.保存稳定的策略,不要不断改变;

3.无论如何一定有品类广泛的基础产品架构,但也要深耕某些东西,无论是国家(意大利、澳大利亚、法国南部)或者分类(有机酒、起泡酒等),这有助于你在竞争激烈的市场脱颖而出;

4.引导你的顾客,为他们带来有生命力的葡萄酒;

5.倾听你的客户,并用他们能了解的语言与他们交流。

Justin Howard MW:

1.work with producers you believe in, over the long term;

2.keep your strategy steady - don’t keep changing what you do;

3.by all means have a broad base, but also specialise in something - whether it is regional (Italian, Australian, Southern France) or a sector (Organic, sparkling etc). This helps you stand out in a crowded market;4.educate your customers, and bring wine alive for them;

5.listen to your customers, and communicate to them in the language they use.

Justin Howard MW:英国人热爱澳大利亚葡萄酒,我对中国从业者有5个建议

微酿:您作为英国樂事会葡萄酒商学院的荣誉院长,对于中国从业者与英国之间的交流,您对这种推广葡萄酒文化的形式如何解读?

Microvin:As the Honorary Dean of DW Business School, what do you think about using overseas study tour to promote wine culture?

Justin Howard MW:毫无疑问,欧洲是葡萄酒文化的发源地,伦敦是国际葡萄酒贸易的发源地。因此,创建一个学习之旅是完全有意义的,它吸收了一些英国最重要的葡萄酒标志。值得一提的是,通过樂事會充分了解这个平台如何直接面向消费者销售葡萄酒将是这次旅行的一个亮点。 

Justin Howard MW: Europe is the origin of wine culture, and London is the birthplace of international wine trade. It is meaningful to have a study tour for our guests to visit some of the most important elements of UK wine culture. It's worth noting that getting a full understanding of how the platform sells wine directly to consumers will be one of the highlights of the trip.

Justin Howard MW:英国人热爱澳大利亚葡萄酒,我对中国从业者有5个建议

Justin Howard MW、英国Masters Of Wine总部常务董事Refus Olins与樂事會葡萄酒商学院一行深度交流

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