Label your libation with love

給你的酒貼上愛(ài)的標(biāo)簽

Why Chinese tipplers like Chilean wine

為什么中國(guó)酒商喜歡智利葡萄酒

Presentation counts as much as the taste

外觀和味道一樣重要

Jan 2nd 2021 | SANTIAGO

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N THIRTY YEARS?Chile’s wine industry has gone from backwater to global powerhouse. Its vineyards are blessed with few pests, warm summers and low costs. That has helped it become the world’s largest non-European wine exporter by volume. Now it is taking China by storm; only Australia and France send more wine there.

在30年的時(shí)間里，智利的葡萄酒業(yè)已經(jīng)從一潭死水變成了世界強(qiáng)國(guó)。這里的葡萄園害蟲(chóng)少，夏季溫暖，價(jià)格低廉。這幫助它成為全球銷(xiāo)量最大的非歐洲葡萄酒出口國(guó)。現(xiàn)在它席卷了中國(guó);只有澳大利亞和法國(guó)比他出口更多。

詞匯

Vineyard/葡萄園

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The absence of tariffs helps. Since Chile signed a trade deal with China in 2006, the value of its wine exports to that country has rocketed from $5m to $250m in 2019. Another factor is Chile’s ability to make wine that is specially branded and packaged for the Chinese market, known in the trade as “private-label” wine. This requires not only good plonk, but also impeccable labelling and bottling: the drink is often given as a gift, so it has to look impressive. Chilean wine sent to China fetches an average of $33.11 a case, a price that includes all costs up to loading it onto a ship, compared with $27.42 for wine sent to the United States.

沒(méi)有關(guān)稅是有幫助的。自2006年智利與中國(guó)簽署貿(mào)易協(xié)議以來(lái)，該國(guó)對(duì)中國(guó)的葡萄酒出口價(jià)值已從500萬(wàn)美元飆升至2019年的2.5億美元。另一個(gè)因素是，智利有能力為中國(guó)市場(chǎng)生產(chǎn)專(zhuān)門(mén)品牌和包裝的葡萄酒，這在業(yè)內(nèi)被稱(chēng)為“自有品牌”葡萄酒。這不僅需要優(yōu)質(zhì)的便宜酒，還需要完美的標(biāo)簽和裝瓶:這種飲料通常是作為禮物贈(zèng)送的，所以必須看起來(lái)令人印象深刻。寄往中國(guó)的智利葡萄酒平均每箱33.11美元，這個(gè)價(jià)格包括了從裝船到裝船的所有成本，相比之下，寄往美國(guó)的葡萄酒的價(jià)格是27.42美元（這個(gè)應(yīng)該是一瓶酒的成本不含運(yùn)輸包裝等）。

詞匯

Tariff/ 關(guān)稅表；收費(fèi)表

Plonk/廉價(jià)劣質(zhì)酒

Impeccable/無(wú)瑕疵的，沒(méi)有缺點(diǎn)的

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“The key to success in China is to understand the market and...cultural context,” says Nathalie Malbrán, who oversees Asia for Vi?a Futaleufú, a winery that specialises in private labelling. Founded in 2012, it now leads Chile’s wine exports to China, ahead of dominant brands Concha y Toro and Montes. China’s size and diversity mean there is no common pattern for bottles and labels. “It is essential to be flexible,” says Ms Malbrán.

“在中國(guó)取得成功的關(guān)鍵是了解市場(chǎng)以及……文化內(nèi)涵”，一家精通私人標(biāo)簽的釀酒廠Vina Futaleufu的亞洲主管Nathalie Malbran這樣說(shuō)道。該公司成立于2012年，目前在智利對(duì)中國(guó)的葡萄酒出口中處于領(lǐng)先地位，超越了Concha y Toro和Montes等主要品牌。中國(guó)的規(guī)模和多樣性意味著瓶子和標(biāo)簽沒(méi)有統(tǒng)一的模式。“靈活至關(guān)重要，”馬布蘭表示。

詞匯

winery /釀酒廠

This business model has fostered a flourishing label-design sector in Chile to cater for China’s changing requirements. It is a huge challenge, says Carlos Scheuch of Colorama, a label-maker, not least because the labels must withstand rough weather and extreme temperatures on the month-long journey across the Pacific to China, then overland to the retailers.

這種商業(yè)模式促進(jìn)了智利標(biāo)簽設(shè)計(jì)行業(yè)的蓬勃發(fā)展，以適應(yīng)中國(guó)不斷變化的需求。標(biāo)簽制造商colorado的Carlos Scheuch表示，這是一個(gè)巨大的挑戰(zhàn)，尤其是因?yàn)檫@些標(biāo)簽必須經(jīng)受住一個(gè)月的穿越太平洋到中國(guó)、然后陸路到達(dá)零售商那里的惡劣天氣和極端溫度。

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“The label designs are spectacular,” he says. They involve different textures, unusual shapes and advanced printing techniques such as embossing, silk-screen printing and coloured metallic foils. Gold and silver are favoured colours. Whereas chateaux often appear on French bottles, Chilean private-label ones favour landscapes, animals, birds and images that emphasise their Chilean character. Designs are rarely repeated, so printers have adjusted to one-off print-runs. “Eighty per cent are printed only once and never again,” says Mr Scheuch.

他說(shuō):“商標(biāo)設(shè)計(jì)非常引人注目?！彼鼈儼ú煌募y理、不同尋常的形狀和先進(jìn)的印刷技術(shù)，如壓花、絲網(wǎng)印刷和彩色金屬箔。金和銀是人們喜愛(ài)的顏色。城堡宮殿（尤指法式的）經(jīng)常出現(xiàn)在法國(guó)酒瓶上，而智利自有品牌酒莊則偏愛(ài)風(fēng)景、動(dòng)物、鳥(niǎo)類(lèi)和強(qiáng)調(diào)智利特色的圖像。設(shè)計(jì)很少重復(fù)，所以打印機(jī)已經(jīng)調(diào)整到一次性打印運(yùn)行。“80%的產(chǎn)品只印了一次，不會(huì)再印了，”斯奇說(shuō)。

詞匯

Embossing/浮雕（壓紋，壓花，模壓加工）

?silk-screen printing/絲網(wǎng)印刷

Metallic/含金屬的

chateaux /城堡；宮殿

The wine’s name is noticed as much as the design. The ideal is to retain some meaning when transliterated or written phonetically in Chinese, says Jaime Mu?oz, who founded Antawara Wines in 2006 to enter the Chinese market. The transliteration may be Chinese for an auspicious number or a hopeful omen, he says.

這種酒的名字和它的設(shè)計(jì)一樣引人注目。為了進(jìn)入中國(guó)市場(chǎng)，2006年成立安塔瓦拉葡萄酒公司(Antawara Wines)的Jaime Munoz表示，理想的做法是保留一些中文音譯或拼音的意義。他說(shuō)，它的音譯在漢語(yǔ)中可能代表一個(gè)吉利數(shù)字或一個(gè)希望的預(yù)兆。

詞匯

?Auspicious/有利的；吉祥的

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Vi?a Futaleufú, for instance, trades in Asia under the simpler name Anun Wines. The two Chinese characters for Anun (an?and neng), which means “putting down roots” in Mapudungun, the language of Chile’s Mapuche people, can be interpreted as “safe” and “capable”. Anun also markets a brand called Ahu, a ceremonial platform for the moai?stone carvings on Rapa Nui (Easter Island), a Chilean territory. A gold moai?head stands out on the black label.

例如，Vina Futaleufu在亞洲以更簡(jiǎn)單的名字Anun Wines進(jìn)行交易?！鞍病焙汀澳堋笔侵抢R普切人的語(yǔ)言，意思是“扎根”，(中文）可以理解為“安全”和“有能力”。阿農(nóng)還銷(xiāo)售一個(gè)名為Ahu的品牌，這是智利領(lǐng)土拉帕努伊(復(fù)活節(jié)島)上摩埃石雕的儀式平臺(tái)。一個(gè)金色的摩埃石像頭突出在黑色的標(biāo)簽上。

Six out of Chile’s top ten wine exporters to China use private labels, says Ms Malbrán. This is paying off. In 2016 China became Chile’s main wine destination by value, though in 2020 it slipped behind Brazil and Britain by volume after covid-19 left stocks languishing in Chinese warehouses. Chile’s industry insiders reckon that time, and vaccines, will restore the Asian giant to its perch.

Malbrán表示，在智利出口至中國(guó)的十大葡萄酒出口商中，有6家使用自有品牌。這種做法正在取得成效。2016年，按價(jià)值計(jì)算，中國(guó)成為智利的主要葡萄酒目的地，但在2020年，由于新冠肺炎導(dǎo)致中國(guó)倉(cāng)庫(kù)的庫(kù)存減少，中國(guó)在數(shù)量上落后于巴西和英國(guó)。智利的業(yè)內(nèi)人士認(rèn)為，時(shí)間和疫苗將使這個(gè)亞洲巨人恢復(fù)其地位。