Micro說：

創(chuàng)建一個(gè)學(xué)習(xí)之旅是非常有意義的，它吸收了一些英國(guó)最重要的葡萄酒標(biāo)志。

北京時(shí)間7月10日，英國(guó)Masters Of Wine總部。

在這里，1999年獲得MW頭銜、目前擔(dān)任英國(guó)樂事會(huì)葡萄酒商學(xué)院榮譽(yù)院長(zhǎng)Justin Howard接待了樂事會(huì)葡萄酒商學(xué)院一行15人，在近兩個(gè)小時(shí)的交流與分享中，他驚嘆于中國(guó)這個(gè)新興國(guó)家葡萄酒行業(yè)的快速發(fā)展，對(duì)于未來葡萄酒文化推廣他提出了寄語(yǔ)：“透過英國(guó)這個(gè)成熟市場(chǎng)現(xiàn)狀，希望大家能夠收獲值得借鑒的方面，更好的作用于自己的葡萄酒事業(yè)中。”

就在現(xiàn)場(chǎng)，Justin Howard MW接受了微釀的專訪：

微釀：您好！很高興能在英國(guó)總部跟您見面，這是一個(gè)非常有意義的時(shí)刻。您曾數(shù)次到中國(guó)，與其相比，成熟市場(chǎng)有哪些主要特征？

Microvin：Hello! It's a great pleasure to meet you at UK Headquarters. It's a very meaningful moment.You have been to China many times，What are the characteristics of a mature wine market?

Justin Howard MW：成熟市場(chǎng)意味著停止增長(zhǎng)，消費(fèi)者行為穩(wěn)定并且是可預(yù)測(cè)的。

在20世紀(jì)80年代和90年代，英國(guó)從一個(gè)以啤酒和烈酒為主的國(guó)家轉(zhuǎn)移到一個(gè)有70%的英國(guó)成年人飲酒的國(guó)家。我們現(xiàn)在看到的是市場(chǎng)的兩極分化，大眾市場(chǎng)只想消費(fèi)更便宜的葡萄酒，而一些專業(yè)的消費(fèi)者對(duì)小生產(chǎn)者的葡萄酒更感興趣，因?yàn)橛泄适驴烧f，而且口味獨(dú)特。

Justin Howard MW：A mature wine market is one that has stopped growing, and where the behaviour of customers is quite stable and predictable.

In the 1980s and 1990s, the UK moved from a country where beer and spirits were the majority alcoholic drinks, to a position where as many as 70% of all adults in the UK drink wine. We are now seeing a polarization between the mass-market who are just looking to consume cheaper commodity wine, and a more discerning market of consumers who are more interested in wines from small producers with stories to tell, and unique and distinctive flavours.

微釀：現(xiàn)在的英國(guó)的葡萄酒行業(yè)具備哪些共同特點(diǎn)？消費(fèi)者有哪些共同的需求？

Microvin：What are the common characteristics and needs of the UK wine merchants and wineries?

Justin Howard MW：英國(guó)人熱愛澳大利亞葡萄酒，多年來一直是英國(guó)市場(chǎng)上消費(fèi)者需求排名第一；大家同樣熱愛法國(guó)，因?yàn)榉▏?guó)生產(chǎn)了如此多不同風(fēng)格的優(yōu)質(zhì)葡萄酒——它們?nèi)匀皇?a href="http://www.weloveengines.cn/area/" target="_blank">世界各地許多葡萄酒生產(chǎn)商的參考。

同時(shí)西班牙和意大利也非常受歡迎，因?yàn)閮烧叨伎拷?guó)，產(chǎn)品品質(zhì)好且性價(jià)比高。西班牙最受歡迎的是里奧哈的紅葡萄酒，意大利最受歡迎的是灰皮諾的白葡萄酒和普洛賽塞克的起泡葡萄酒。

英國(guó)市場(chǎng)對(duì)任何國(guó)家的葡萄酒都非常開放，比如消費(fèi)者們對(duì)南非、葡萄牙、阿根廷、奧地利和希臘的葡萄酒都很感興趣。我想也許這些葡萄酒也會(huì)在中國(guó)找到愛好者，很多生產(chǎn)商都把英國(guó)視為最具競(jìng)爭(zhēng)力的市場(chǎng)——如果他們能做到這一點(diǎn)，他們就可以在任何地方獲得青睞。

Justin Howard MW：The UK loves Australia, and Australian wines have been number one in the UK for some years. And we still love and respect France for producing so many great wines in so many different styles – they are still the reference for many producers making wine all around the world.

But Spain and Italy are also incredibly popular – both are close to the UK, both produce some excellent wines for very good prices. Perhaps Spain is most popular for the reds from Rioja, and Italy for the whites from Pinit Grigio and sparkling wines from Prosecco.

And the UK market is very open to wines from any country, with a lot of interest in wines from South Africa, Portugal, Argentina, Austria and Greece. Maybe these wines will find enthusiasts in China too? A lot of producers regard the UK as the most competitive market – if they can make it there, they can make it anywhere.

微釀：與其他國(guó)家相比，中國(guó)葡萄酒市場(chǎng)最明顯的特點(diǎn)是什么？我們要怎么做才能加速發(fā)展?

Microvin：Compared with other countries, what are the most obvious characteristics of Chinese wine market?How can we speed up its development?

Justin Howard MW：根據(jù)《Wine Intelligence》調(diào)研報(bào)告，中國(guó)還是一個(gè)新興市場(chǎng)。新興市場(chǎng)特征：葡萄酒依然沒有被廣泛和日常地消費(fèi)，在接下來幾年會(huì)逐漸轉(zhuǎn)化為成長(zhǎng)中的市場(chǎng)，即飲用文化會(huì)變得主流并逐漸壯大。一旦這種快速增長(zhǎng)停滯，并且日常人均消耗量會(huì)增長(zhǎng)（而不是人均消耗量分布差異極大），成熟市場(chǎng)就會(huì)正式建立完成：人均消耗量仍將有緩慢增長(zhǎng)，仍將展現(xiàn)出不斷變化的品味。這可能是最理想的狀態(tài)——因?yàn)樵鲩L(zhǎng)和規(guī)模推動(dòng)了投資和創(chuàng)新。

而中國(guó)市場(chǎng)變化很快！這是一個(gè)非常龐大、非常復(fù)雜的市場(chǎng)，不斷有大量的人參與到葡萄酒的飲用中。對(duì)于大多數(shù)中國(guó)人來說，葡萄酒成為一種日常體驗(yàn)還需要一段時(shí)間，但令人驚訝的是，在這里，葡萄酒文化被接受的速度非常快。

Justin Howard MW：At the moment, China is still classified by Wine Intelligence as ‘Emerging’, where the characteristics are that wine is not widely or regularly consumed. In the next few years, wine will transition to become a ‘growth’ market, where it is becoming mainstream, with the capacity to grow considerably. Once the growth stops accelerating, and consumption reaches a significant level per capita, China will have become an ‘established’ market - still showing steady growth, and still demonstrating evolving tastes. This is probably the most desirable state - as growth and scale fuel investment and innovation.It is changing fast! China is a very large, and very complex market, with a huge number of people becoming involved in enjoying wine-drinking. It will be a little while before wine becomes an everyday experience for most Chinese people, but it is amazing to see how quickly wine culture is being adopted here.

微釀：英國(guó)同樣也是通過葡萄酒教育影響了全世界的地方，中國(guó)市場(chǎng)的表現(xiàn)就充分證明了這一點(diǎn)。WSET在中國(guó)的學(xué)生數(shù)量已經(jīng)超過了英國(guó)和歐洲的學(xué)生總數(shù)。作為MW，您對(duì)這一現(xiàn)象有何看法?

Microvin：The number of WSET students in China has exceeded the total of UK and Europe. As a Master of Wine, what is your view on this phenomenon? 

Justin Howard MW：好消息！這顯示了中國(guó)消費(fèi)者對(duì)知識(shí)的渴望。我們看到現(xiàn)在看到越來越多的中國(guó)學(xué)生通過學(xué)習(xí)拿到了畢業(yè)證書，并開始為獲得MW而努力。當(dāng)教育達(dá)到更高的水平，重點(diǎn)從知識(shí)（這是一個(gè)必要的基礎(chǔ)）轉(zhuǎn)向理解，解讀和洞察力，這是MW考試所需要的。

Justin Howard MW：I think it is excellent news, and demonstrates the appetite for knowledge in China. The IMW is now seeing a growing number of Chinese students who have passed the diploma and who are beginning the studies for the MW. As education reaches a higher level, the emphasis moves away from knowledge, （which is a necessary foundation）, towards understanding、interpretation and insight which are what the MW exam requires.

微釀：對(duì)于中國(guó)的葡萄酒從業(yè)者來說，您有什么建議和分享？

Microvin： What are your suggestions to the China importers?

Justin Howard MW：

1.與你信任的產(chǎn)品供應(yīng)商長(zhǎng)期合作；

2.保存穩(wěn)定的策略，不要不斷改變；

3.無論如何一定有品類廣泛的基礎(chǔ)產(chǎn)品架構(gòu)，但也要深耕某些東西，無論是國(guó)家（意大利、澳大利亞、法國(guó)南部）或者分類（有機(jī)酒、起泡酒等），這有助于你在競(jìng)爭(zhēng)激烈的市場(chǎng)脫穎而出；

4.引導(dǎo)你的顧客，為他們帶來有生命力的葡萄酒；

5.傾聽你的客戶，并用他們能了解的語(yǔ)言與他們交流。

Justin Howard MW：

1.work with producers you believe in, over the long term；

2.keep your strategy steady - don’t keep changing what you do；

3.by all means have a broad base, but also specialise in something - whether it is regional (Italian, Australian, Southern France) or a sector (Organic, sparkling etc). This helps you stand out in a crowded market；4.educate your customers, and bring wine alive for them；

5.listen to your customers, and communicate to them in the language they use.

微釀：您作為英國(guó)樂事會(huì)葡萄酒商學(xué)院的榮譽(yù)院長(zhǎng)，對(duì)于中國(guó)從業(yè)者與英國(guó)之間的交流，您對(duì)這種推廣葡萄酒文化的形式如何解讀？

Microvin：As the Honorary Dean of DW Business School, what do you think about using overseas study tour to promote wine culture?

Justin Howard MW：毫無疑問，歐洲是葡萄酒文化的發(fā)源地，倫敦是國(guó)際葡萄酒貿(mào)易的發(fā)源地。因此，創(chuàng)建一個(gè)學(xué)習(xí)之旅是完全有意義的，它吸收了一些英國(guó)最重要的葡萄酒標(biāo)志。值得一提的是，通過樂事會(huì)充分了解這個(gè)平臺(tái)如何直接面向消費(fèi)者銷售葡萄酒將是這次旅行的一個(gè)亮點(diǎn)。 

Justin Howard MW： Europe is the origin of wine culture, and London is the birthplace of international wine trade. It is meaningful to have a study tour for our guests to visit some of the most important elements of UK wine culture. It's worth noting that getting a full understanding of how the platform sells wine directly to consumers will be one of the highlights of the trip.

Justin Howard MW、英國(guó)Masters Of Wine總部常務(wù)董事Refus Olins與樂事會(huì)葡萄酒商學(xué)院一行深度交流