桃乐丝·古老酒庄的中国十年

资料提供_桃乐丝中国葡萄酒有限公司

“酒使人心愉悦，而欢愉正是所有美德之母。⋯⋯我继续与葡萄酒作精神上的对话，它们使我产生伟大的思想，使我创造出美妙的事物。”

――歌德

葡萄酒，如诗一样美妙的舶来品，在中国的自己酿造历史，只有100多年，但放眼世界它已是一个拥有几千年历史的“老人”。

今天，这位“老人”又是一种生活的艺术，是一种充满生活乐趣的享受。我们感觉到葡萄酒在逐渐成为一种品质的象征。生活中细心的人都会发现，大部分知名的国外葡萄酒酒都来自几个葡萄酒经销商，他们在葡萄酒文化传播和推广做出了大量的工作。其中，很重要的一员就是来自西班牙的桃乐丝。

今天我们就来关注桃乐丝在中国走过的十年历程。

爱上葡萄酒，缘自桃乐丝

文_linda

最早接触葡萄酒，是那么多的偶然才产生的。三年多前，刚刚工作的我像一只丑小鸭，用好奇的眼光看着新鲜的职场。刚刚在报社工作的好朋友，享受着工作给她的快乐，每天新鲜的出落于各种名人出没的PARTY。幸福地讲着每天的新鲜故事。一次，电话打给我邀请我跟她晚上一起参加一个活动。正在思考是不是下班要回学校听讲座的我改变了计划，就这样也去新鲜一把。

忘记了去的什么酒店，就记得活动中用得都是葡萄酒。每个参加的人都身着礼服。身着闪光的珠宝、时尚的装束，端一杯红酒，然后落落大方的跟四围的人，打招呼，寒暄，然后相视一笑地碰杯，让我想起来奥黛莉・赫本的电影《窈窕淑女》。“是不是我也该改变一下自己呢？”看着自己身上的牛仔裤和T-shirt，我忽然觉得不自然。

过了一会儿，一个身着正装，很绅士的先生走到场地中央。戴着手套的他拿着酒杯和葡萄酒。原来他是一个培训师，接下来要教大家如何品酒以及葡萄酒相关的礼仪知识。

例如：品酒需要先看，再闻，最后品。还有葡萄酒的分类，贮藏等等，很多葡萄酒的知识。当我认真的跟着他一起品酒的时候，似乎葡萄酒也像他说的一样，顿时散发出多种丰富的口味：麦秆的金黄，弥漫着的花香，以及水果香，口感清新，柔顺的口感，还有青苹果的香甜。为什么一款白葡萄酒居然有可以用这么多感受去描述？通过他的讲解，一下就喜欢上了这款葡萄酒。“好想知道这瓶酒是在哪里买的？真不错！”心里暗暗思量。

在大家热烈的掌声后，他做完了培训。我也鼓起勇气找到他，原来他是这次酒会的葡萄酒提供商――桃乐丝公司的培训师。他专业的讲解，让我对这个公司也油然而生出一份敬意。他告诉我这是一款西班牙酒――桃乐丝宝石。很多刚刚接触葡萄酒的人，都会喜欢这款酒。最后，他留给我他的名片，说：“还有什么疑问，可以打电话给我。”

后来，通过跟他的联系让我了解了更多葡萄酒的知识，也爱上了这个神奇的液体。有人说，一串葡萄是美丽，静止与纯洁的，但它只是水果而已；一旦压榨后，它就变成了一种动物，因为它变成酒以后，就有了动物的生命。盛在杯中的仿佛不在是液体，而是流动着的温润华丽的生命。

每当我在朋友、同学、家人聚会的时候，带着一瓶葡萄酒去跟他们分享。我心里总是暖暖的，因为我知道葡萄酒能给每个人都带去很快乐的感觉，健康的感觉。

从古至今，葡萄酒都是历史、习俗和风尚的见证。而人类都期待着更高质量的生活，作为健康、时尚的饮品⋯⋯葡萄酒，更是不能缺少的。

所以，享受生活，享受葡萄酒！

古老的酒庄

“Fine wine born and raised at home”

桃乐丝家族早在17世纪就开始在巴塞罗那南部宾纳戴斯地区古老的加泰朗镇酿造葡萄酒。时至今日，由米高・A・桃乐丝任公司总裁和酿酒师的桃乐丝公司已成为西班牙葡萄酒的楷模。桃乐丝葡萄酒目前行销全球超过120个国家，而且桃乐丝家族也非常荣幸地成为Primum Familiae Vini组织的成员（该组织由十一个历史悠久，声名显赫的葡萄酒园家族组成，成员包括Mouton Rothschild, Antinori, Vega-sicilia等）。在1999年，桃乐丝酒园被世界权威葡萄酒杂志《WINE SPECTATOR》评为西班牙最重要的酒园。而2002年，米高・A・桃乐丝先生本人因为将西班牙葡萄酒推广向全世界的娇人业绩以及他将终身奉献给葡萄酒事业的敬业精神，被另一本世界权威葡萄酒杂志《DECANTER》评为年度风云人物。2006年，《WiNE ENTHUSIASTE》杂志评为Winery of European.桃乐丝家族对自己能在中国这个遥远的东方国家传播葡萄酒这种流传近千年的代表西方文明的美食文化而感到非常自豪。

桃乐丝家族在3个国家（西班牙、智利、美国）精挑细选最好的酒园和葡萄用来酿制 最优质的葡萄酒。今天抱着同一理念来不同葡萄酒产区里具有代表性的葡萄酒家族酒庄的优质葡萄酒。

The Torres family has made wine at least since the 17th century in the Penedes region, south of Barcelona. Today Torres is the model of prestige Spanish wine, headed by Miguel・A・Torres, president of the company and winegrower. Torres wines are to be found over 120 countries and the family is proud to belong to the renowned Primum Familiae Vini (a special association of eleven traditional and historic wine families (Mouton Rothschild, Antinori, Vega-Sicilia, etc.). TORRES winery was chosen by the wine magazine with world authority WINE SPECTATOR as the most important winery in Spain in 1999. And in 2002, Mr. Miguel. A. Torres was chosen by another wine magazine with world authority DECANTER as the Man of the Year for his proud merits of extending Spanish wine to the world and his perseverance spirit.The Torres family is proud of its presence in this Far Eastern country for it allows us to propagate wine culture within a faraway society with a great gastronomic culture that is thousands of years

桃乐丝中国十年

从1997年进入中国市场以来，桃乐丝经历了十年。在十年里，桃乐丝已经在上海、北京、广州建立了办事处，这使我们具备了在这些城市里二十四小时内免费送货上门的能力。

桃乐丝拥有恒温的仓库和快速的配送车辆，使葡萄酒从储藏到运送的每个环节都能得到妥善的保存。

桃乐丝为客户提供关于葡萄酒的一系列服务。例如：宴会活动策划、葡萄酒的保存和储藏的解决方案。提供专业的葡萄酒杯、专业市场方案的创意与设计、专家建议、葡萄酒知识培训等。

同时，桃乐丝得到了许多国内知名餐饮企业和酒店集团的信赖和好评，与他们建立了良好的合作关系，包括：万豪国际、君悦集团、丽嘉集团、凯宾斯基酒店集团、香格里拉集团、锦江集团；还有许多高档餐饮机构，如：上海新天地、外滩三号、米氏西餐厅、谭氏官府菜、蕉叶集团；北京阿丽雅、Alameda、浮士德餐厅、福楼餐厅、Cepe餐厅、果园餐厅；华南地区的白天鹅宾馆、广州诺富特白云机场大酒店、花园酒店。威斯汀大饭店、喜来登集团、西关大少、塞纳河法国西餐厅。意庐意大利西餐厅。

桃乐丝只选择来自世界中名葡萄酒产区有代表性的传统家族酒庄来合作。

始终相信优质的葡萄酒必须来自由家族经营的酒庄，而桃乐丝就是要将这些葡萄酒呈现给客户和葡萄酒爱好者。

酒尚：您来中国多久了？

Alberto：7年

酒尚：7年来都在为桃乐丝工作吗？

Alberto：是的

酒尚：来到桃乐丝之前您是主要关注哪个领域呢？

Alberto：来中国以前在西班牙桃乐丝工作了六个月，具体是在出口部。之前，我还在澳大利亚做过三年的葡萄酒销售。

酒尚：你在中国工作了七年，在葡萄酒业总共工作了十年。为什么会选择这个领域呢？

Alberto：完全是偶然。我在西班牙毕业后去澳大利亚旅游。但是我拿的护照可以旅游，也可以打工。我在那里一家酒类销售店里找到一份工作。他们卖很多酒，有西班牙葡萄酒，有澳大利亚葡萄酒，有青岛啤酒，还有香槟。我在那里工作了三年，又回到西班牙。回国后我投了份简历，应聘酿酒厂出口部的职位，因为我不想留在国内，想在西班牙以外的地方做些事情。他们看了我的简历，感觉我这么年轻就有了两年的相关工作经验，很难得，结果我就进了桃乐丝。他们是西班牙最大的高品质葡萄酒出口商，想在葡萄酒业找工作，来这里再好不过了。

酒尚：在澳大利亚，还有在西班牙，你接触的是两种不同风格的葡萄酒（新世界的，旧世界的），更喜欢哪一种呢？

Alberto：当然喜欢桃乐丝，因为我为他们工作了这么多年。

同时在中国，由于工作关系，我也品尝了来自世界各国的许多葡萄酒，包括很多从未见过的，比如新西兰酒和意大利酒，这些酒都很耐回味。不过全世界任何一种葡萄酒都有所欠缺，比如有的酒过分偏重于“专注”而失于“精巧”。我喜欢喝“应景酒”，就是说根据自己的心情、思绪、食物来决定什么时候该喝什么酒。

酒尚：现在，桃乐丝在中国的发展怎么样？在中国的市场占有率如何？

Alberto：我认为中国的葡萄酒市场一直在成长。桃乐丝现在是中国三大葡萄酒进口商之一。我们主要致力于经营西班牙桃乐丝家族酿酒厂的产品，已经了许多家族的酒类，基本上可以说是家族大联合。现在，许多经销商则只专注于“销售””，而很少关注“酒”本身。因为我们和家族的关系，最近Rothschild家族也要与我们合作。他们在中国开拓市场也有十多年，在山西扎下了根。我们合作的项目就是要造出最好的酒。

酒尚：对于未来的五到十年中桃乐丝的发展，您有什么特别的计划吗？

Alberto：如果有时间希望能多一些自己的时间。（呵呵）我想基本上还是继续拓展业务，除了主要北京、上海、广州等城市以外还要兼顾其他城市，比如深圳、厦门、成都、西安等，我们要为整个中国市场考虑。我们在中国各地建起了批发网络，有商。这些网点一直延伸到黑龙江、新疆、昆明、长沙等边缘地区。中国很大，我们必须尽量扩展业务覆盖范围。

酒尚：中国的市场很大？！

Alberto：市场说大也大，说小也小。因为葡萄酒还是比较贵的，人们也没有喝葡萄酒的习惯。中国习惯在家、在餐馆、在酒店饮用葡萄酒的人不多，总的来说葡萄酒还是接近奢侈品。我们相信等更多中国人去接触世界、更多中国人能够拥有较高收入的时候，他们会对西方饮料感兴趣，会购买优质的葡萄酒。

酒尚：桃乐丝进入中国已经有十个年头，其中你见证了七年。这期间发生了很多事，哪些事让你最为感动呢？

Alberto：十年里，有很多值得纪念的日子。其中一件最高兴的是我们跟东方航空公司签订合同，为他们的航班提供葡萄酒。另外就是每年一次的桃乐丝中国全体员工的聚会。每次聚会就像是一个大家庭团聚，所有人都很高兴。

酒尚：那也就是说桃乐丝在中国市场上献出了七年的时间，这是一笔很大的投入？

Alberto：用了几年时间，业务才走上正轨。起初我们的企业完全没法和现在相提并论。来中国前，我们只有一种酒，现在我们已经有了三种酒类产品。这是很大的变化。

酒尚:葡萄酒界中有很多人都承认桃乐丝在过去十年里发展很快,您是怎样让公司拥有如此成就的呢?

Alberto:我认为第一个要点是要严肃的对待市场,就算市场萧条、公司亏损也不能丧气。其次,我们有许多葡萄酒业的专业人员,他们从事这一行很多年,这也是很重要的。第三就是努力工作。我相信,在中国,只要肯努力,最终会得到回报。

酒尚：刚才说到您的生活很忙。能说说过去的七年里您如何提高桃乐丝的市场占有率吗？比如彻夜加班？整天开会？或者在各个城市之间往返飞行？

Alberto：对，业内有个说法，说我们是工作狂。除了加班(work)以外我们还要和酒精(alcoholic)打交道。晚上加班，早上早期，还要会见很多客人。每周都会有来自世界各地酒庄的访客，我们基本没什么时间照顾家人或者联系朋友。不过，在工作里我们接触了很多有意思的人――懂得葡萄酒，懂得生活的人。这也是一种工作的回报。

酒尚：有些人喜欢把自己的公司叫做“大家庭”。桃乐丝也是这样吗？

Alberto：是的，一个大家庭。我们在全世界有上千名员工，在中国有百余人。这是公司的一代人，说不定他们的儿子或者女儿就会继承父辈的事业，成为下一代的接班人。

酒尚：你是否喜欢中餐？你认为桃乐丝可以搭配中餐吗？

Alberto：当然喜欢。中餐很不错，味道非常丰富，桃乐丝的很多酒都可以搭配中餐，而且很出色。

酒尚：对了你在中国的生活是怎样的呢？你的家人在北京或者上海吗？

Alberto：我的家人在上海，她是我的新婚的中国妻子。我很喜欢在中国的生活。

酒尚：呵呵，是吗？那祝福你们在中国的生活很开心。

Vino Vogue: How Long have you been in China?

Alberto: Seven years.

Vino Vogue: Seven years, and all the seven year you're working in Torres? It's a long time.

Alberto: yeah。

Vino Vogue: Before working in Torres, what area do you focus?

Alberto: Before coming to China, (I worked) 6 months for Torres in Spain, in export department. And before I worked in Torres, I sell wine in Australia for three years.

Vino Vogue: You've been in China for seven year and worked with wine for ten years. Why do you focus in this area?

Alberto: It was by chance. When I finished my studies in Spain I went to Australia with a working holiday visa which allowed me to visit Australia also to work, part time. So I got a job working in a wine shop. They offered me a job for three years, I was working with Spanish wines, Australian wines, Tsingtao beer, Champagne. I worked there for three years then went back to Spain. Then I applied for a position in a winery's export department because I don't want to stay in Spain. I want to do something outside Spain. Then I got this job in Torres. They saw my resume, not many people're so young but already have 2 year experience working with wine. So I started working for them. They're the largest exporter of quality wine in Spain. It's the best company you can work with wine.

Vino Vogue: In Australia, and Spain,there are two different type of wine(the new world and the old worlds). Which do you like better?

Alberto: Of course I like Torres wine because it's the wine that I worked for so many years. In China my job also gave me chance to taste wines all over the world, some of them I never met before for example wine from New Zealand or Italy. Those wines’re complex as well as enjoyable. All the world's wines sometimes have some disability to express some interesting things. Some wine're more about concentration but lack of elegency. I like "every moment wines". At some moment you like certain wine,the next you'll prefer another. It depends on your mood: what you're on, what you're eating.

Vino Vogue: Now, how about Torres' development in China? What do you think of Torres's market coverage and market share in China?

Alberto: Well I'd say the market is growing. We're now one of the top three leading importers in China .We're specialized in family-owned wineries-Torres wine. We represent all the families, so basically our company is like many families together while all the other companies. The company that selling wine in China just focus on selling wine. We focus on families. Because of this relationship we'll welcome our new partner, Rothschild family. This is very important to us since Rothschild wine is very famous. They've also been in China for more than 10 year and became famous brand. At the same time they have a special relationship with very good wine from ShanXi provice. The project we've been cooperating on is to make one of the best wine in the future.

Vino Vogue: Do you have a specific plan for the development of Torres in China in the coming 5 or 10 years?

Alberto: Yeah, work less. I'll try to work less (laughing). Basically it's to keep expanding our business. Not only in main cities. Not only in Shanghai,Beijing,Guangzhou. There're also people who live in Shenzhen,in Xiamen,in Chengdu,in Xi'an. We have to represent all people in Chinese market place. We also a whole-sale network with agents in different places of China, as far as Heilongjiang or Xinjiang or Kunming or Changsha. It is really important to expand our business, not only in main cities. China's really big, we have to.

Vino Vogue: And also a very big market?!

Alberto: Well, it's big as well as small because wine is expansive, and people don't have the habit to drink wine. I mean not many Chinese like to have wine in restaurant or in hotel or at home, or during meals, you know, it's still something feels like luxury. We believe there'll be a great change when more Chinese travel around world, and get higher income. They'll get more interest in the western drink and buy excellent wine.

Vino Vogue: Torres has a 10-year-history in China and you've worked here for 7 years. Lots of things happened during this time, which moved you most?

Alberto: One of the happy days is the day that we got our wine to China Eastern Airline. And we have meeting every year to get the whole team together, it's very happy for everybody.

And there was also a happy moment when 3 years ago we stopped losing money in China. That was a very important year for us since that year our business even made a little profit.

Vino Vogue: You've devoted to this market for nearly 7 years, it's a very big cost.

Alberto: It took us a few years to get to the business. At first our business has nothing to do with what we're doing now. Before coming to China we were selling only one kind of wine, now we have nearly three kinds of wine. It's very different you know.

Alberto: I think one have to be series about the market, even during the years that the business isn't very good and we're losing money. Secondly we have many professionals in wine business, people have been working with wine for many years in china, this is also important. Thirdly I believe it's the hard working. In China I think if you're serious and work hard the result will always come.

Vino Vogue: Just now you've mentioned your life is busy. Can you describe your life in China in the past seven years, how do you improve Torres' market share in China? Maybe you work into midnight? having meeting all day? Flying from one city to the other?

Alberto: yeah, we say that we're workholics, you know. Besides working for long hours we also work with alcohol.(workholic=work+alcoholic) We have to work till midnight and wake up early in the morning to run the business, to meet all the people. We have visitors every week from all countries and we have events every weekend so basically we have little time for family or friends. As a reward we get to know many interesting people. People who understand wine, also people who understand lifestyle.

Vino Vogue:A lot of people in wine business believe that Torres had a rapid development during the last 10 years. What's the major work for you to do to get such an achievement?

Alberto:I think one have to be series about the market, even during the years that the business isn't very good and we're losing money. Secondly we have many professionals in wine business, people have been working with wine for many years in china, this is also important. Thirdly I believe it's the hard working. In China I think if you're sericous and work hard the result will always come.

Vino Vogue: Some people often describe their companies as a big family. How about Torres, is it the same?

Alberto: yes a big family. We have a thousand employees all over the world and a hundred in China. This is a generation of the company, the next generation may be their sons or some of them will get daughters. They may take up their father's job.

Vino Vogue: How do you think Torres to come with Chinese food? Do you like Chinese food?

Alberto: Of course I like. Chinese food is well. Actually you may find many wines that match Chinese food such as sweet, salt, spicy and so on. And most of Torres wine could assort with Chinese food.

Vino Vogue: How about your life in China? Is your family living in Beijing or Shanghai?

Alberto: Yeah, we are living in shanghai.She ismy wife.,and she is a chinese.We just got married a few months ago.

Vino Vogue: Really?! Wish you have a nice day in china.