Label your libation with love

给你的酒贴上爱的标签

Why Chinese tipplers like Chilean wine

为什么中国酒商喜欢智利葡萄酒

Presentation counts as much as the taste

外观和味道一样重要

Jan 2nd 2021 | SANTIAGO

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年的时间里，智利的葡萄酒业已经从一潭死水变成了世界强国。这里的葡萄园害虫少，夏季温暖，价格低廉。这帮助它成为全球销量最大的非欧洲葡萄酒出口国。现在它席卷了中国;只有澳大利亚和法国比他出口更多。

词汇

Vineyard/葡萄园

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.

没有关税是有帮助的。自2006年智利与中国签署贸易协议以来，该国对中国的葡萄酒出口价值已从500万美元飙升至2019年的2.5亿美元。另一个因素是，智利有能力为中国市场生产专门品牌和包装的葡萄酒，这在业内被称为“自有品牌”葡萄酒。这不仅需要优质的便宜酒，还需要完美的标签和装瓶:这种饮料通常是作为礼物赠送的，所以必须看起来令人印象深刻。寄往中国的智利葡萄酒平均每箱33.11美元，这个价格包括了从装船到装船的所有成本，相比之下，寄往美国的葡萄酒的价格是27.42美元（这个应该是一瓶酒的成本不含运输包装等）。

词汇

Tariff/ 关税表；收费表

Plonk/廉价劣质酒

Impeccable/无瑕疵的，没有缺点的

“The key to success in China is to understand the market and...cultural context,” says Nathalie Malbrán, who oversees Asia for Viña 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.

“在中国取得成功的关键是了解市场以及……文化内涵”，一家精通私人标签的酿酒厂Vina Futaleufu的亚洲主管Nathalie Malbran这样说道。该公司成立于2012年，目前在智利对中国的葡萄酒出口中处于领先地位，超越了Concha y Toro和Montes等主要品牌。中国的规模和多样性意味着瓶子和标签没有统一的模式。“灵活至关重要，”马布兰表示。

词汇

winery /酿酒厂

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.

这种商业模式促进了智利标签设计行业的蓬勃发展，以适应中国不断变化的需求。标签制造商colorado的Carlos Scheuch表示，这是一个巨大的挑战，尤其是因为这些标签必须经受住一个月的穿越太平洋到中国、然后陆路到达零售商那里的恶劣天气和极端温度。

“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.

他说:“商标设计非常引人注目。”它们包括不同的纹理、不同寻常的形状和先进的印刷技术，如压花、丝网印刷和彩色金属箔。金和银是人们喜爱的颜色。城堡宫殿（尤指法式的）经常出现在法国酒瓶上，而智利自有品牌酒庄则偏爱风景、动物、鸟类和强调智利特色的图像。设计很少重复，所以打印机已经调整到一次性打印运行。“80%的产品只印了一次，不会再印了，”斯奇说。

词汇

Embossing/浮雕（压纹，压花，模压加工）

 silk-screen printing/丝网印刷

Metallic/含金属的

chateaux /城堡；宫殿

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 Muñoz, 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.

这种酒的名字和它的设计一样引人注目。为了进入中国市场，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译或拼音的意义。他说，它的音译在汉语中可能代表一个吉利数字或一个希望的预兆。

词汇

 Auspicious/有利的；吉祥的

Viña 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在亚洲以更简单的名字Anun Wines进行交易。“安”和“能”是智利马普切人的语言，意思是“扎根”，(中文）可以理解为“安全”和“有能力”。阿农还销售一个名为Ahu的品牌，这是智利领土拉帕努伊(复活节岛)上摩埃石雕的仪式平台。一个金色的摩埃石像头突出在黑色的标签上。

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，在智利出口至中国的十大葡萄酒出口商中，有6家使用自有品牌。这种做法正在取得成效。2016年，按价值计算，中国成为智利的主要葡萄酒目的地，但在2020年，由于新冠肺炎导致中国仓库的库存减少，中国在数量上落后于巴西和英国。智利的业内人士认为，时间和疫苗将使这个亚洲巨人恢复其地位。