专访Peter Dixon |重返誉嘉，是启程，更是回归

3月25日，Peter Dixon正式就任誉嘉葡萄酒公司亚洲区域董事总经理。在未来，誉嘉将会有哪些新的动作和规划？在Peter Dixon带领下的亚洲市场又会发生哪些变化?葡萄酒研究就相关问题对Peter Dixon进行了独家专访。

与誉嘉的不解之缘

WR:首先祝贺您就职新公司。那么，接下来，您将具体负责哪些领域的工作？您又有哪些新的实施规划？

Peter Dixon:Thank you very much – I’ll be Managing Director - Asia. Responsible for the growth opportunity across all of Asia for Accolade wines. In this new role I’ll be responsible for the growth strategy agenda, building and growing the capability in this region as well as setting up the five year core agenda, Working for a private company will give the company a strong vision to invest for the future.

非常感谢。在誉嘉，我将担任亚洲区域董事总经理，负责誉嘉公司在亚洲市场的增长。此外，我还将具体负责制定誉嘉在亚洲市场的增长策略、建立并增强其持续发展的能力、制定五年期的核心规划等。

WR:您已在TWE工作10年，并带领亚洲团队创造了非常好的业绩。您加入誉嘉的原因是什么？誉嘉公司对您最大的吸引力是什么？

Peter Dixon:My grandfather established BRL Hardy 27 years ago and I previously worked for the company before I joined TWE 11 years ago. Many people are unaware of my family connection – so I’m really going back home to shape my experience which I learnt at TWE and taking Accolade to a entirely new level across Asia which I’m truly excited and passionate about.

这么多年我的形象总是与富邑联系在一起的，富邑为我提供了很好的平台，让我有机会在业内有所作为。我的家族和誉嘉有着深厚的渊源，我的祖父早在27年前就创立了BRL Hardy（誉嘉葡萄酒公司的前身），我之前也曾在誉嘉就职，可以说，誉嘉是我职业生涯的起点。誉嘉于我而言，有着非同寻常的意义，此次重返誉嘉，我也必将尽我所学，带领誉嘉的发展迈上一个新台阶。

主推三大品牌，聚焦 60-250元/瓶 价位段

WR:近两年，澳洲酒在中国市场增长迅速，誉嘉公司同样也是非常著名的澳洲葡萄酒企业，但近几年在中国市场的成长速度相对缓慢。在您看来，誉嘉公司应采取哪些新举措？您认为，誉嘉公司在中国市场的机会点有哪些？

Peter Dixon:I believe Accolade can capture the enormous opportunity in the Chinese wine market in the RMB60-250 price bracket. In the past it has taken quite an opportunistic approach to selling its wines in China – in the future we will be focused on investing heavily in building Hardys, Grant Burge and St.Hallett brands in China. Investing alongside our partners to grow distribution to more cities, channels and along with growing our consumer presence and awareness in China.

我对誉嘉在中国市场的成长是有信心的。这个信心不仅是对誉嘉，同时还有中国葡萄酒市场。随着葡萄酒消费的大众化普及和扩容性增长，在未来，誉嘉将会聚焦60-250元价位段，同时重点推广Hardys(夏迪)、Grant Burge(葛兰博)和St.Hallett(圣哈利)这三个品牌。在中国市场，我们将与我们的合作伙伴一起，持续打造重点城市、深度扩展分销渠道，提高誉嘉在中国市场的品牌认知度和行业影响力。

WR:您对中国以及全球的葡萄酒市场都十分了解，那么，以您的经验看，您如何评价现阶段的中国葡萄酒市场？在您看来，未来中国市场会出现哪些新趋势？

Peter Dixon:It’s an interesting question – I believe and am confident Chinese consumers will continue to look for healthy alcohol alternatives than beer and high alcohol spirits and imported wine will play a heavy role in capturing its share of throat. In uncertain times which we are facing at the moment consumers will also look for great value for money options in the imported wine category so wines prices below RMB$300 per bottle will be very attractive in the future. Like all markets once consumers have entered the wine which is a very confusing category – they start with big well known brands such as Penfolds. Then they begin to become more adventurous and try other alternatives at similar or more competitive price points – this is the trend in all markets globally and I see this trend start to happen in China as other wine suppliers start to have more competitive routes to market to give consumers great wines at affordable pricing.

现阶段，随着消费者对健康的追求，不仅是中国市场，全球的酒饮市场都呈现出这样一个趋势，那就是以低度酒为代表的健康酒饮的兴起。中国消费者在未来，也会持续寻找健康的酒水替代品，与啤酒和烈酒相比，葡萄酒将会在更大程度上抢占市场份额。同时，我还观察到另一个趋势，消费者在刚刚接触一个消费领域时，总是会选择从大品牌入手以避免差错，在葡萄酒领域同样如此，随着消费者的成熟，他们会逐渐尝试同等价位或具有更高性价比的其他类型的葡萄酒。在我看来，300元以下价位段的葡萄酒在未来将会有巨大的发展市场。

未来进口葡萄酒的主战场在中西部

WR:过去十年，也是中国葡萄酒市场变化最大的十年。回顾过去，您有哪些收获？

Peter Dixon:I have certainly learnt a great deal – I’ve made some amazing decisions to hire certain people and partner with certain partners – I’ve also made some life long friends across China which is what I love most about the wine industry and what makes it so exciting.. The wine market will continue to grow in the future and coming into a private company who is very humble and partner obsessed will give me a new opportunity to use my previous ten years to the advantage of Accolade wines with an incredible brand portfolio.This is what I’m most excited about.

在过去十年，我收获了很多，不仅仅是事业上的，更有生活上的。我聘用到了很棒的工作伙伴，与特定的合作伙伴达成了合作关系，同时，在这个过程中，我更是结交到了一些值得交往终生的朋友。在我看来，这也是葡萄酒行业最迷人的地方，而我也把这些当做这个行业给予我的额外馈赠。进入誉嘉之后，我也会充分施展过去的所学所获，来为誉嘉服务，这也是我最期待的。

WR:未来十年，您对中国葡萄酒市场有怎样的期待？

Peter Dixon:Currently wine consumption is still around 1.5L per head consumption in China – I believe in ten years this figure will be around 4L per head. Consumers will be smarter and more accustomed to imported wine and will shop not just on famous brands but also value for wine/cost benefits like all other developed wine markets around the world. The west and central china will become key hunting grounds for imported wine companies in the future also as the east coast continues to become saturated and super competitive.

目前中国人均葡萄酒消费量仍在1.5升左右，我相信10年后这个数字将攀升到4升左右，这也是一个相对成熟的葡萄酒市场的消费量。在未来，消费者将会更习惯于进口葡萄酒，选购葡萄酒时，会更注重葡萄酒的内在价值和成本效益。中国中部和西部地区将会成为进口葡萄酒公司的主要狩猎场，而东部沿海地区也将会继续保持超强的消费力和竞争力。

在瞬息万变的葡萄酒市场中，Peter Dixon与中国葡萄酒市场的缘分仍在继续，我们也期待着誉嘉能够在他的带领下越来越好。