法国酒商去宁夏 Mo?t Hennessy heads to China to produce bubbly

2011年05月16日 06:06 AM

法国酒商去宁夏

Mo?t Hennessy heads to China to produce bubbly

英国《金融时报》 斯坦利?皮尼亚尔 巴黎报道

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Champagne production is confined to 80,000 acres of terroir about 100 miles east of Paris, but Mo?t Hennessy will soon be producing upmarket bubbly from a brand-new winery in north-west China.	香槟生产局限在巴黎以东大约100英里处的8万英亩土地上，但酩悦轩尼诗(Mo?t Hennessy)不久将在中国西北地区创办一家新酒厂，生产高档起泡酒。
Mo?t, which owns historic champagne brands Dom Pérignon, Veuve Cliquot and Krug, has joined forces with a Chinese state-owned agricultural group to develop a sparkling wine in the remote Ningxia Hui region.	拥有唐培里侬香槟王(Dom Pérignon)、凯歌(Veuve Cliquot)和库克(Krug)等老字号香槟品牌的酩悦轩尼诗，已与中国一家国有农业集团联手，将在偏远的宁夏回族自治区生产一种起泡葡萄酒。
The wine will not be sold as champagne – a moniker that is still reserved for wines from the eponymous region – but it will aim to satiate Asia’s booming demand for bubbly.	这种葡萄酒不会作为香槟销售——香槟之名仍只用于产自法国香槟地区的葡萄酒——但将力求满足亚洲对起泡酒不断增长的需求。
Just south of Inner Mongolia and 900km west of Beijing, Ningxia’s climactic conditions are not far removed from those of Champagne, with the Yellow River substituting for the placid Marne.	宁夏位于内蒙古以南、北京以西900公里处，气候条件与法国香槟产区相近，在这里，黄河取代了温和的马恩河。
The joint venture will include 163 acres of land holdings, with Mo?t – part of Bernard Arnault’s LVMH luxury empire – in control of a new winery on site.	该合资项目占地163英亩，将在当地成立一家新酒厂，由酩悦轩尼诗控制。酩悦轩尼诗隶属于伯纳德?阿尔诺(Bernard Arnault)旗下的奢侈品帝国——酩悦轩尼诗?路易威登集团(LVMH)。
No financial details were disclosed.	双方没有对外披露详细财务信息。
The end-product will be sold under the Chandon label, a secondary brand that currently markets wines from non-French domains in California, Brazil, Argentina and Australia.	最终产品将贴上Chandon标签销售。Chandon是一个二线品牌，销售美国加州、巴西、阿根廷和澳大利亚等法国以外地区生产的葡萄酒。
China has become a buoyant market for top-end alcohol brands, overtaking the UK as the top export market for Bordeaux wines in value for the first time in 2010, according to France’s Conseil Interprofessionnel du Vin de Bordeaux.	中国如今已是一个红火的高档酒市场。根据法国波尔多葡萄酒行业协会(Conseil Interprofessionnel du Vin de Bordeaux)的数据，按价值计算，2010年中国已经超过英国、成为波尔多葡萄酒最大的出口市场。
Between 2005 and 2009, annual wine consumption in China more than doubled to 867m litres, equivalent to more than 1bn bottles, claims Vinexpo, a wine exhibition group.	国际葡萄酒及烈酒展览会集团(Vinexpo)表示，从2005年到2009年，中国年葡萄酒消费量增长了一倍以上，达到8.67亿公升，相当于10亿瓶以上。
The increase in drinking has been echoed by an increasing interest in production.	随着葡萄酒消费量的增长，企业生产的兴趣也不断升温。
International vintners have been driven to try growing grapes in more exotic locales, including China, India and Mongolia.	跨国酒业集团纷纷在中国、印度和蒙古等异国他乡种植葡萄。
As well as affordable land – a fraction of the price of established domains in Europe – they are attracted by the growing appetite for wine in emerging markets, in contrast to steadily falling sales in developed countries.	除了地价远比欧洲成熟产区便宜以外，葡萄酒在新兴市场越来越吃香这一点也吸引着他们，相比之下，发达国家的葡萄酒销量则每况愈下。
In 2009, Chateau Lafite-Rothschild, one of winemaking’s most august names, partnered with CITIC, China’s largest state-owned investment company, on a 60-acre project on China’s eastern coast.	2009年，罗斯柴尔德拉菲堡(Chateau Lafite- Rothschild)——葡萄酒行业最让人敬畏的名字之一——与中国最大的国有投资公司中信集团(CITIC)携手，在中国东部沿海地区合作经营一个占地60英亩的项目。
France’s Pernod Ricard group already grows in the Ningxia region which Mo?t is now targeting.	在酩悦轩尼诗看中的宁夏地区，法国保乐力加集团(Pernod Ricard)已经在种植葡萄。
It is not LVMH’s first foray into Chinese drinks production.	LVMH并非初次进军中国酿酒业。
In 2007, it bought a 55 per cent stake in Wenjun, a brand of baiju – a clear grain spirit popular in China – in an attempt to transform the image of the drink away from cut-price firewater to a luxury brand.	该集团在2007年就购入了中国白酒生产公司文君55%的股权，意图改变该品牌“低价烈酒”的形象，把它打造成一个高端品牌。白酒是一种谷物酒，在中国极其流行。