【正文】 panel to rate top wines from France and California. 商人成立了盲目品酒面板率從法國和加州的頂級葡萄酒 。 Despite the 盡管 enormous home field advantage of an event held in Paris with a judging panel of nine French wine 巨大的“主場優(yōu)勢”在巴黎舉行的評審團(tuán)9名法國葡萄酒事件 critics, the American entries took top honors in both the red and white petitions. 批評，美國的條目的紅色和白色兩種比賽的最高榮譽(yù) 。 When French 當(dāng)法國 producers plained that the so called “The Judgment of Paris” was rigged, a new judging was 生產(chǎn)商抱怨，所謂的“巴黎的判決”是七拼八湊，一個新的判斷是 held two years later. 兩年后舉行。 Again, Californian wines triumphed. 同樣，加州葡萄酒的勝利 。 8 8 The event was a watershed in the industry. 該事件是在行業(yè)中的一個分水嶺 。 The publicity raised awareness that the New World 宣傳提高認(rèn)識，新世界 produced quality wines, to the great shock of those who dismissed their innovative approaches. 生產(chǎn)的優(yōu)質(zhì)葡萄酒，那些駁回了他們的創(chuàng)新方法的極大的震動。 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。 Page 6 第6頁 910405 Global Wine War 2009: New World versus Old 全球葡萄酒戰(zhàn)爭2009：新世界與舊 6 6 seriously for the first time. 認(rèn)真首次。 Finally, it gave confidence to New World producers that they could 最后，它給了新世界生產(chǎn)商的信心，他們可以 pete in global markets. 在全球市場上的競爭力。 In short, it was the bell for the opening round in a fight for export sales. 總之，這是在出口銷售方面的首輪鐘 。 Maturing Markets, Changing Demand 成熟的市場，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 最后一個季度的20 th 日 century. 世紀(jì)。 More immediately alarming for most traditional producers was a 更立即為最傳統(tǒng)的生產(chǎn)者驚人是 pattern of declining demand that saw a 20% drop in worldwide consumption from 1970 to 1990, and 需求下降的格局，看到在全球消費(fèi)量從1970年至1990年下降20 ％，并 a subsequent flattening of demand. 隨后，扁平化的需求 。 When bined with radical changes in consumer tastes, 當(dāng)與消費(fèi)者口味的激進(jìn)變化相結(jié)合， consolidation in the distribution channels, and shifts in government support, these trends presented 在鞏固分銷渠道，并在政府支持下的變化，這些趨勢提出 industry participants with an important new set of opportunities and threats. 一個重要的新的機(jī)會和威脅的業(yè)內(nèi)人士 。 Changing Global Demand Patterns 不斷變化的全球需求模式 The most dramatic decline in demand occurred in the highestconsumption countries, France and 發(fā)生在需求最大幅下降，消費(fèi)最高的國家，法國和 Italy. 意大利。 In the mid1960s, per capita annual consumption in both countries was around 110 to 120 liters。 在60年代中期，在這兩個國家的人均年消費(fèi)量為110至120升左右 。 by 2005 it was about 50 litres. 2005年約為50公升。 Key causes of the decline were a younger generation39。s different 下降的關(guān)鍵原因是年輕一代的不同 drinking preferences, an older generation39。s concern about health issues, and stricter drunkdriving 飲酒的喜好，老一代的有關(guān)健康問題的關(guān)注，和更嚴(yán)格的酒后駕車 penalties. 處罰。 Simultaneously, steep declines occurred in other major of wine drinking cultures—Spain 同時，急劇下降，發(fā)生在其他主要的飲酒文化西班牙 dropped from 60 liters to 35, Argentina from 80 to 30, and Chile from 50 to 15. 從60升下降到35，阿根廷從80至30日，智利從50到15。 (See Exhibit 3 .) （見 圖表3）。 During the same period, demand was growing in many wineimporting countries, although not 在同一時期，需求增長在許多葡萄酒進(jìn)口國，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家的損失 。 From 1966 to 2005, per capita annual 從1966年到2005年，人均年 consumption in the United Kingdom rose from 3 to 20 liters, in Belgium from 10 to 26 liters, and in 在英國的消費(fèi)增長從3至20升，在比利時從10至26升，并在 Canada from 3 to 10 liters. 加拿大從3至10升。 Even more promising was the more recent growth of new markets, 更希望新的市場更近的增長 ， particularly in Asia where consumption in China, Japan, Taiwan, South Korea, and Thailand grew at 特別是在亞洲，在中國，日本，臺灣，韓國，和泰國的消費(fèi)增長 double digit annual rates through the 1990s. 通過20世紀(jì)90年代兩位數(shù)的年率。 In fact, by 2005, China had emerged as the world39。s fifth 事實上，到2005年，中國已成為世界第五 wine consuming nation ahead of Spain, Argentina, and the UK ( Exhibits 4 and 5 lists the world39。s 葡萄酒消費(fèi)大國西班牙，阿根廷，和英國（ 圖表4和5列出了世界上 major consuming and producing nations). 主要消費(fèi)國和生產(chǎn)國）。 It was this shift in market demand that escalated the 正是這種市場需求的轉(zhuǎn)變，升級 petition for export sales into a global wine war. 為進(jìn)入全球葡萄酒戰(zhàn)爭的出口銷售的競爭。 (See Exhibit 6 for import and export data.) （進(jìn)口和出口數(shù)據(jù)見 圖表6）。 Shift to Quality, Rise of Fashion 轉(zhuǎn)移到質(zhì)量，時尚的興起 Partially offsetting the overall volume decline was a growing demand for higherquality wines. 整體成交量下降部分抵消了不斷增長的需求為高品質(zhì)的葡萄酒。 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)量占世界市場的一半， premium ($5 to $7) and the superpremium ($7 to $14) now represented 40% of the total—and more 溢價（5至70元）和超一流的（7至$ 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％的市場份額，如美國和澳大利亞的年輕市場 。 ( Exhibit 7 shows （ 圖表7顯示 one version of price segmentation as defined by a leading industry analyst.) 價格分割的一個版本定義為一個領(lǐng)先的行業(yè)分析。 ） The trend was worldwide. 這種趨勢是全球的 。 Even in Old World wine countries where total demand was in decline, 即使在舊世界葡萄酒國家的總需求下降， consumption of premium wine kept rising. 高檔葡萄酒的消費(fèi)量不斷上升。 Despite government subsidies, per capita consumption of 盡管有政府補(bǔ)貼，人均消費(fèi)量 basic wine in the EU fell from 31 liters in 1985 to 18 liters in 2005, while demand for quality wine 在歐盟的基本酒在2005年從1985年至18升31升下降，而優(yōu)質(zhì)葡萄酒的需求 increased from 10 liters to 15 liters. 增加至10公升，15公升。 In that same 20 year period, jug wine sales in the United States 在相同的20年期間，在美國的酒壺酒銷售 declined from 800 million to 600 million liters, while consumption of premium wines increased from 從800萬下降到600萬升，而優(yōu)質(zhì)葡萄酒的消費(fèi)量從 150 million to 600 million liters. 150萬到600萬升。 With the shift to quality, a greater fashion element began to influence demand. 隨著質(zhì)量的轉(zhuǎn)變，更多的時尚元素開始影響需求。 The decline in 在下降 importance of working families39。 daily consumption of locally produced table wine was offset by 工薪家庭的日常消費(fèi)本地生產(chǎn)的酒桌上的重要性被抵消 upscale urban consumers who chose bottles on the basis of grape variety, vin