Global Wine War 2009翻译整理版.doc

9- 9 1 0 -405 AUGUST 13 , 2 0 0 9 C H RIS T O P HE R A . BAR T L E T T Global Wine War 2009: New World versus Old 2009年全球葡萄酒战争:新世界对战旧世界 “We have the people, expertise, technology and commitment to gain global preeminence for Australian wine by 2025. It will come by anticipating the market, influencing consumer demand, and building on our strategy of sustainable growth.” 我们有人员、专业知识、技术，并承诺到2025年让澳大利亚葡萄酒可以成为全球领先。它会通过预测市场,影响消费者需求,构建可持续增长战略来实现。 — Sam Toley, CEO of Australian Wine and Brandy Corporation. 澳洲葡萄酒和白兰地公司首席执行官山姆Toley。 “By phasing out the buyback of excess wine and increasing incentives for farmers to uproot their vines, the EC reforms will only bring in the New World’s agro-industry model. We need to protect the age-old European model built on traditional vineyards.” 通过淘汰过剩葡萄酒的回购协议和增加对农民离开他们葡萄树的激励措施,欧盟改革只会带来在新世界的农用工业模式。我们需要保护在传统的葡萄园建立的古老欧洲模式。 — Jean-Louis Piton, Copa-Cogeca Farmers Association. In 2009, these two views reflected some of the very different sentiments unleashed by the fierce competitive battle raging between traditional wine makers and some new industry players as they fought for a share of the $230 billion global wine market. Many Old World wine producers—France, Italy, and Spain, for example—found themselves constrained by embedded wine-making traditions, restrictive industry regulations, and complex national and European Community legislation. This provided an opportunity for New World wine companies—from Australia, the United States, and Chile, for instance—to challenge the more established Old World producers by introducing innovations at every stage of the value chain. 2009年,这两个观点反映的一些非常不同的情绪,在传统葡萄酒生产商和一些新的行业人士的激烈竞争战役中释放，因为他们要争取每股2300亿美元的全球葡萄酒市场。许多旧世界的葡萄酒生产商，如法国、意大利和西班牙,自己受到嵌入脑海的酿酒传统、限制性行业法规和复杂的国家和欧洲共同体立法所驱使。这为来自澳大利亚,美国,智利的新世界葡萄酒公司提供了一个机会,例如，通过引入在价值链每个阶段的创新，挑战更大牌的旧世界生产商。 In the Beginning1 在开始的时候 Grape growing and wine making have been human preoccupations at least since the times when ancient Egyptians and Greeks offe