Moët Hennessy heads to China to produce bubbly

法國酒商去寧夏
Moët Hennessy heads to China to produce bubbly
英國《金融時報》 斯坦利•皮尼亞爾巴黎報導


Champagne production is confined to 80,000 acres of terroir about 100 miles east of Paris, but Moët Hennessy will soon be producing upmarket bubbly from a brand-new winery in north-west China.


香檳生產局限在巴黎以東大約100英里處的8萬英畝土地上，但酩悅軒尼詩(Moët Hennessy)不久將在中國西北地區創辦一家新酒廠，生產高檔起泡酒。

Moët, 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.


擁有唐培裡儂香檳王(Dom Pérignon)、凱歌(Veuve Cliquot)和庫克(Krug)等老字號香檳品牌的酩悅軒尼詩，已與中國一家國有農業集團聯手，將在偏遠的寧夏回族自治區生產一種起泡葡萄酒。

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.


這種葡萄酒不會作為香檳銷售——香檳之名仍只用於產自法國香檳地區的葡萄酒——但將力求滿足亞洲對起泡酒不斷增長的需求。

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.


寧夏位於內蒙古以南、北京以西900公里處，氣候條件與法國香檳產區相近，在這裡，黃河取代了溫和的馬恩河。

The joint venture will include 163 acres of land holdings, with Moët – part of Bernard Arnault's LVMH luxury empire – in control of a new winery on site.


該合資項目佔地163英畝，將在當地成立一家新酒廠，由酩悅軒尼詩控制。酩悅軒尼詩隸屬於伯納德•阿爾諾(Bernard Arnault)旗下的奢侈品帝國——酩悅軒尼詩•路易威登集團(LVMH)。

No financial details were disclosed.


雙方沒有對外披露詳細財務信息。

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.


最終產品將貼上Chandon標籤銷售。 Chandon是一個二線品牌，銷售美國加州、巴西、阿根廷和澳大利亞等法國以外地區生產的葡萄酒。

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.


中國如今已是一個紅火的高檔酒市場。根據法國波爾多葡萄酒行業協會(Conseil Interprofessionnel du Vin de Bordeaux)的數據，按價值計算，2010年中國已經超過英國、成為波爾多葡萄酒最大的出口市場。

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.


國際葡萄酒及烈酒展覽會集團(Vinexpo)表示，從2005年到2009年，中國年葡萄酒消費量增長了一倍以上，達到8.67億公升，相當於10億瓶以上。

The increase in drinking has been echoed by an increasing interest in production.


隨著葡萄酒消費量的增長，企業生產的興趣也不斷升溫。

International vintners have been driven to try growing grapes in more exotic locales, including China, India and Mongolia.


跨國酒業集團紛紛在中國、印度和蒙古等異國他鄉種植葡萄。

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.


除了地價遠比歐洲成熟產區便宜以外，葡萄酒在新興市場越來越吃香這一點也吸引著他們，相比之下，發達國家的葡萄酒銷量則每況愈下。

In 2009, Château 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，羅斯柴爾德拉菲堡(Château Lafite- Rothschild)——葡萄酒行業最讓人敬畏的名字之一——與中國最大的國有投資公司中信集團(CITIC)攜手，在中國東部沿海地區合作經營一個佔地60英畝的項目。

France's Pernod Ricard group already grows in the Ningxia region which Moët is now targeting.


在酩悅軒尼詩看中的寧夏地區，法國保樂力加集團(Pernod Ricard)已經在種植葡萄。

It is not LVMH's first foray into Chinese drinks production.


LVMH並非初次進軍中國釀酒業。

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.


該集團在2007年就購入了中國白酒生產公司文君55%的股權，意圖改變該品牌“低價烈酒”的形象，把它打造成一個高端品牌。白酒是一種穀物酒，在中國極其流行。



譯者/何黎