全球葡萄酒战争2009：新世界与旧.doc

Global Wine War 2009: New World versus Old 全球葡萄酒战争2009：新世界与旧 “We have the people, expertise, technology and commitment to gain global preeminence for Australian 说：“我们的人，专业知识，技术和澳大利亚获得全球卓越的承诺 wine by 2025. 酒到2025年。 It will come by anticipating the market, influencing consumer demand, and building on our 它会通过预测市场，影响消费者的需求，我们的建设 strategy of sustainable growth.” 可持续发展战略。“ —Sam Toley, CEO of Australian Wine and Brandy Corporation. 山姆Toley，澳大利亚葡萄酒和白兰地公司的首席执行官 。 “By phasing out the buyback of excess wine and increasing incentives for farmers to uproot their vines, “通过淘汰过剩的葡萄酒回购和增加对农民的激励机制，以铲除他们的藤 ， the EC reforms will only bring in the New Worlds agro-industry model. 教统会的改革只会带来新世界的农业产业模式 。 We need to protect the age-old 我们需要保护的古老 European model built on traditional vineyards.” 欧洲模式建立在传统的葡萄园。“ —Jean-Louis Piton, Copa-Cogeca Farmers Association. 让-路易冰锥，COPA - Cogeca农民协会。 In 2009, these two views reflected some of the very different sentiments unleashed by the fierce 2009年，这两种观点反映了一些非常不同的情绪激烈的发动 competitive battle raging between traditional wine makers and some new industry players as they 传统的葡萄酒生产商和一些新的行业参与者之间的竞争战肆虐，因为他们 fought for a share of the $230 billion global wine market. 争取的2300亿美元的全球葡萄酒市场的份额。 Many Old World wine producers—France, 许多旧世界葡萄酒生产商-法国， Italy, and Spain, for example—found themselves constrained by embedded wine-making traditions, 意大利，西班牙，例如发现自己嵌入式酿酒传统的约束 ， restrictive industry regulations, and complex national and European Community legislation. 严格的行业法规，以及复杂的国家和欧洲共同体立法。 This 这 provided an opportunity for New World wine companies—from Australia, the United States, and 提供新世界葡萄酒的机会，公司从澳大利亚，美国 ， Chile, for instance—to challenge the more established Old World producers by introducing 智利，比如挑战通过引进更成熟的旧世界生产商 innovations at every stage of the value chain. 创新价值链的每一个阶段。 In the Beginning 在开始 1 1 Grape growing and wine making have been human preoccupations at least since the times when 葡萄种植和酿酒已至少从人类的当务之急的时候 ancient Egyptians and Greeks offered wine a