【正文】 直是勞動(dòng)密集型的，和一個(gè)工人通常可 look after only a three hectare lot. 只有3公頃的很多照顧。 2 2 And 而 since wine did not travel well, much of it spoiled on the long journeys. 因?yàn)榫茮]有旅游，它過分溺愛的長(zhǎng)途跋涉。s annual vintage and assign it a quality level. 要求政府面 ??板品嘗每年每個(gè)葡萄園的葡萄酒，并分配給它一個(gè)質(zhì)量水平 。 (A similar classification scheme was later introduced in Italy defining 213 （類似的分類方案后來被引入意大利定義213 Denominazione di Origne Controllate (or DOC) regions, each with regulations prescribing area, allowed Denominazione DI Origne Controllate（或DOC）的地區(qū)，規(guī)定每個(gè)處方面積，允許 grape varieties, yields, required growing practices, acceptable alcohol content, label design etc. 葡萄品種，產(chǎn)量，所需的種植實(shí)踐，可以接受的酒精含量，標(biāo)簽設(shè)計(jì)等。 And in 而在 Australia, vines were brought over along with the first fleet carrying convicts and settlers in 1788. 澳大利亞，藤蔓被帶到了一起攜帶罪犯和定居者在1788年的第一艦隊(duì) 。 In the United States, for example, consumption grew from a post 例如，在美國(guó)，消費(fèi)量增長(zhǎng)后 ， prohibition per capita level of 1 liter per annum to 9 liters by 2006. 禁止每人均水平的1公升，到2006年每年9升 。 (Ironically, the technique was developed in France, but most French （具有諷刺意味的是，該技術(shù)是在法國(guó)發(fā)展，但大多數(shù)法國(guó) producers deplored it as “removing the poetry of wine.” Needless to say, it was a forbidden practice 生產(chǎn)者痛惜它作為“消除對(duì)葡萄酒的詩。 From their earliest experiences in the marketplace, New World producers learned the value of 從最早在市場(chǎng)上的經(jīng)驗(yàn)，新世界生產(chǎn)商了解到的價(jià)值 differentiating their products and making them more appealing to palates unaccustomed to wine. 區(qū)分他們的產(chǎn)品，使它們更具吸引力酒的口味不習(xí)慣。 They argued that in the drive for efficiency and consistency, and in the desire to 他們認(rèn)為，在驅(qū)動(dòng)器的效率和一致性，并在欲望 cater to less sophisticated palates, New World producers had lost the character that came with more 照顧到較復(fù)雜的口味，新世界生產(chǎn)商已經(jīng)失去了更多的字符 variable vintages made in traditional ways. 變量的葡萄酒在傳統(tǒng)的方式。 Maturing Markets, Changing Demand 成熟的市場(chǎng)，不斷變化的需求 “The Judgment of Paris” signaled the start of many disruptive changes in wine industry during “巴黎的判決”，在白酒行業(yè)中的許多破壞性的變化，標(biāo)志著開始 the last quarter of the 20 最后一個(gè)季度的20 th 日 century. 世紀(jì)。s fifth 事實(shí)上，到2005年，中國(guó)已成為世界第五 wine consuming nation ahead of Spain, Argentina, and the UK ( Exhibits 4 and 5 lists the world39。 The decline in 在下降 importance of working families39。 During the same period, demand was growing in many wineimporting countries, although not 在同一時(shí)期，需求增長(zhǎng)在許多葡萄酒進(jìn)口國(guó)，雖然沒有 fast enough to offset losses in Old World wine countries. 快足以抵消在舊世界葡萄酒國(guó)家的損失 。 It 它 was also a wakeup call to traditional producers, many of whom began taking their new challengers 也喚醒調(diào)用傳統(tǒng)的生產(chǎn)商，其中許多人開始采取新的挑戰(zhàn) For the exclusive use of J. BARDWELL This document is authorized for use only by Justin Bardwell in Agribusiness Capstone taught by Hinson from January 2010 to May 2010. 2010年1月至2010年5月。相比之下，大的新世界葡萄酒公司 typically controlled the full value chain, extracting margins at every level and retaining bargaining 通?？刂频耐暾膬r(jià)值鏈，每一級(jí)的利潤(rùn)中提取和保留討價(jià)還價(jià) power with increasingly concentrated retailers. 權(quán)力日益集中的零售商 。 Page 5 第5頁 Global Wine War 2009: New World versus Old 全球葡萄酒戰(zhàn)爭(zhēng)2009：新世界與舊 910405 5 5 shape and weight not only saved shipping costs, it also made storage in the consumer39。 These innovations, when coupled with typically sunny 這些創(chuàng)新，在通常陽光明媚的耦合 climates, freed New World farmers from many of the stresses of their counterparts in regions like 氣候條件下，擺脫了許多同行的壓力，如地區(qū)農(nóng)民新世界 Bordeaux where the rainy maritime climate made late autumn harvests risky, and held wine 波爾多地方，在多雨的海洋性氣候深秋豐收風(fēng)險(xiǎn)，并舉行酒 producers hostage to wide yeartoyear vintage variations. 生產(chǎn)者人質(zhì)廣泛的一年到一年的年份變化。 (As recently as 1994, a Gallup survey found that 45% of US respondents （最近在1994年，蓋洛普調(diào)查發(fā)現(xiàn)，45％的美國(guó)受訪者 did not drink at all, and 21% favored a renewal of prohibition.) As a result, in the preWorld War II 不喝酒，21％的人贊成禁止重建。 It was the first time many in 這是第一次，許多在 the Old World acknowledged the existence of a New World wine industry. 舊世界的承認(rèn)存在著一個(gè)新的世界葡萄酒行業(yè) 。 These laws also defined regional boundaries and這些法律還明確的區(qū)域界限和 set detailed and quite rigid standards for vineyards and wine makers. 設(shè)置葡萄園和葡萄酒生產(chǎn)商的詳細(xì)和相當(dāng)剛性標(biāo)準(zhǔn) 。s growing cultural and economic importance attracted political attention, and with 業(yè)界日益增長(zhǎng)的文化和經(jīng)濟(jì)上的重要性，吸引政治關(guān)注，并與 it, laws and regulations to control almost every aspect of wine making. ，法律和法規(guī)來控制幾乎所有的葡萄酒釀造的每一個(gè)環(huán)節(jié) 。 Distribution and Marketing 分銷和營(yíng)銷 Traditionally, wine was sold in bulk to merchant traders— n233。 It 它 was under the Roman Empire that viticulture spread throughout the Mediterranean region, and 羅馬帝國(guó)下，葡萄種植在整個(gè)地中海地區(qū)蔓延， almost every town had its local vineyards and wine was a peasant39。s agroindustry model. 教統(tǒng)會(huì)的改革只會(huì)帶來新世界的農(nóng)業(yè)產(chǎn)業(yè)模式 。 And after 1815, the Napoleonic inheritance code prescribed how land 后1815年，拿破侖繼承代碼規(guī)定如何土地 had to be passed on to all rightful heirs. 要傳遞到所有合法繼承人。 Increased vine plantings and expanded production followed, and a global market for wine was born. 藤播種面積的增加和擴(kuò)大生產(chǎn)，全球市場(chǎng)對(duì)葡萄酒誕生 。me cru (fifth growth). 葡萄園到五個(gè)級(jí)別的質(zhì)量，從 總理CRU（首次增長(zhǎng)）到cinqui232。 These categories were quite rigid with almost no 這些類別是相當(dāng)僵化的，幾乎沒有 movement across them. 在它們之間移動(dòng)。 Other New World cultures did not embrace the new industry as quickly. 其他新的世界文化沒有擁抱新的產(chǎn)業(yè)，盡快。 As a result, in 2006, the 因此，在2006年， average vineyard holding in the United States was 213 hectares and in Australia 167 hectares, 在美國(guó)舉行的平均葡萄園，213公頃和167公頃在澳大利亞 ， pared to an Italian average of hectares, and hectares in France. 相比，在法國(guó)的意大利 。 The French cost per tonne of €238 was 74% higher than the 法國(guó)每噸€238成本比高出74％ Australian cost of €137. 澳大利亞成本€137。 Other experienced consumer marketers such as Nestl233。 The Judgment of Paris 巴黎的判決 On May 24, 1976, in a publicityseeking activity linked to America39。 在60年代中期，在這兩個(gè)國(guó)家的人均年消費(fèi)量為110至120升左右 。 While the basic segment (less than $5 a bottle) still accounted for half the world market in volume, the 雖然基本段（少于5元一瓶），仍有數(shù)量占世界市場(chǎng)的一半， premium ($5 to $7) and the superpremium ($7 to $14) now represented 40% of the total—and more 溢價(jià)（5至70元）和超一流的（7至$ 14元）現(xiàn)在占40％，總額多 than 50% of the market in younger markets such as the United States and Australia. 超過50％的市場(chǎng)份額，如美國(guó)和澳大利亞的年輕市場(chǎng) 。 ） The trend was worldwi