嘉露酒庄亚太区副总裁Bill McMorran：将持续引入高端品牌，建立与中国经销商的长远关系丨葡萄酒总裁专访

原标题:嘉露酒庄亚太区副总裁Bill McMorran：将持续引入高端品牌，建立与中国经销商的长远关系丨葡萄酒总裁专访

葡萄酒市场内参编者按：

《葡萄酒总裁专访》是葡萄酒市场内参推出的重磅栏目，力图全面呈现全球葡萄酒领军企业在华的经营战略、行业远见。作为全球第一大葡萄酒企业，嘉露酒庄自1993年进入中国以来，累计销量已超过一亿两千万瓶。目前，嘉露酒庄在全球的年销量已达一亿箱（9L/箱），在稳居第一的情况下，公司增速仍高于美国整体行业增速，2017年，在美国市场的占有率已高达25%。

文丨酒业家·葡萄酒市场内参 邱梦思

近期，酒业家记者对嘉露酒庄亚太区副总裁兼总经理Bill McMorran进行了独家专访。据了解，Bill McMorran在嘉露酒庄已经工作了19年，在担任亚太区副总裁兼总经理之前，主要负责美国市场的财务工作。不过，国际市场对他来说并不陌生，他曾经有7年的时间在美国之外的地区工作和生活，包括日本，香港及英国。

嘉露酒庄亚太区副总裁兼总经理Bill McMorran

专访中，Bill向酒业家记者分享了嘉露酒庄2017全球经销商大会的相关数据，旗下高端葡萄酒未来在中国市场的战略规划以及嘉露在电商板块的计划。

产品与品牌升级：收割高端市场

酒业家：我们听说嘉露前不久在美国拉斯维加斯举办了全球经销商大会，您能简单做一下分享吗？嘉露2017年在全球取得的成绩如何，在中国市场的表现如何，哪些产品的表现最好？

Bill McMorran: 嘉露全球经销商大会每5年举行一次。今年也是公司成立85周年，我们邀请了来自全球国际市场的主要合作伙伴共计1300多位。同时，也是借此机会回顾我们的成果，并分享我们对未来的愿景和计划。我们还邀请了来自于Google等公司的演讲嘉宾就“数字和社交媒体正在如何改变这个行业”等主题做了分享。

2017年，嘉露在全球的表现超过预期，零售收益超过80亿美元（约510亿元人民币）。在中国，我们看到了优质高端葡萄酒的增长趋势，这些带来高增长的品牌包括Apothic（爱魄），Dark Horse（骏琪）和Louis M. Martini（路易马天尼）等。

今年，我们很荣幸获得了“Vinitaly全球大奖”。该奖项授予那些在全球葡萄酒行业有着杰出成就的公司，这也是嘉露酒庄首次获得此奖项。

酒业家：在中国市场，嘉露挑选合作伙伴的原则是什么？我们知道前不久嘉露刚刚宣布怡亚通成为加州乐事华东区战略合作伙伴，这是出于怎样的考虑？

Bill McMorran: 在中国，我们运用了在全球其他市场为我们的品牌挑选成功合作伙伴的宝贵经验。怡亚通是中国第一家上市的供应链企业，在葡萄酒分销方面拥有丰富经验。他还拥有遍布全中国的销售人才网络。我们对此次合作充满信心，这对于加州乐事来说也是非常成功的一次尝试。

酒业家：我们知道嘉露旗下除了加州乐事这类大流通的品牌之外，还有很多高端及超高端的品牌。对于这部分产品战略及规划，您能简单介绍一下吗？

Bill McMorran: 产品高端化是一个全球化趋势，无论是对旧世界而言，还是对诸如中美这些新世界国家而言，都是如此，我们也将继续增加旗下的高端产品组合。

我们一方面大力开发和培育自己的品牌，另一方面也不断收购那些广受尊敬的葡萄酒公司以及优质的葡萄园——这两方面我们觉得都是非常有价值的。例如，我们近期收购了全球知名的纳帕谷Stagecoach葡萄园，以及一些超高端品牌，包括Orin Swift酒庄，J酒庄以及Talbott酒庄。就在5月初，我们又刚刚完成了对加州中央海岸圣巴巴拉县圣玛利亚谷产区内(Santa Maria Valley Santa Barbara County)Rancho Real葡萄园的收购，这使我们的优质葡萄园布局进一步完整。

除了目前我们在中国市场推出的一些知名高端品牌，包括路易马天尼(Louis M. Martini)，威廉山庄(William Hill Estate Winery)和麦克莫瑞酒庄（MacMurray），我们将继续寻找机会引入更多令人兴奋的超级品牌，以满足不断增长的市场需求。过去几年时间，我们已经为旗下高端产品投入了超过10亿美元的市场费用。

重视数字媒体营销，将增加五倍投入

酒业家：很多人都认为新一代年轻消费群体将是未来的主要消费群，您对此有何看法？嘉露是否也在/将通过一些手段吸引更多的年轻消费者？

Bill McMorran：我们一直在与消费者进行密切接触，也看到了千禧一代及年轻消费者对葡萄酒的巨大兴趣。可以确信的是，人们对葡萄酒能呈现出怎样的多样性充满好奇，不同年龄层的消费者在了解和享用葡萄酒的方式及场合方面在经历一场范式转移——而我们正在见证这一切。

举个例子，我们成功推出了加州乐事Refresh系列，这是一种含气的加香葡萄酒；再比如，我们有一款产品叫爱魄地狱之火(Apothic Inferno), 它是在威士忌桶中陈酿的红葡萄酒。

我们也发现许多消费者，尤其是年轻人，从各种不同的渠道来获取信息，所以我们大大增加了我们的数字和社交媒体营销。同时，我们也计划在未来几年将这一块的支出增加五倍。

酒业家：全球（尤其在中国）电子商务发展极为迅速，未来嘉露在电子商务板块有什么计划？

Bill McMorran: 你说得对。几乎所有类型的电子商务在世界范围内都呈现出增长趋势。嘉露正在美国国内和我们全球布局的所有市场投资电子商务。

在中国，嘉露的经销商合作伙伴已经帮助我们的品牌与消费者之间产生了一定的联系，使消费者能更多的认识和接触到嘉露旗下的品牌，并且我们也准备了翔实的计划来帮助实现这一成果。我们持续在与合作伙伴讨论并想要用一些新方式和新策略来推动旗下产品在主流电子商务渠道的发展。

酒业家：实际上，相比法国、澳大利亚和智利等葡萄酒主产国，美国葡萄酒对中国的出口量并不突出，您对美国葡萄酒未来在中国的发展怎么看？

Bill McMorran：对嘉露酒庄来说，中国市场非常重要，中国也是世界上增长最快的经济体之一。此外，年轻一代的消费群体对葡萄酒的兴趣也在不断增长，这一点也促使我们更加想要持续在中国建立与消费者、经销商之间更长远的关系。

当然就美国葡萄酒对中国的出口而言，我们的观点只能代表我们自己。我们认为美国作为全球最大的葡萄酒消费国，其出口市场也在不断扩大中。

附采访实录：

The Gallo Global Distributor Conference is held every 5 years. This year is also the 85th anniversary of the company and we invited major partners from international markets across the globe drawing more than 1,300 participants. The winery takes this opportunity to review our results, and share our vision & plans for the future. We also invited guest speakers to talk about how digital and social media are changing the industry.

Gallo’s global efforts for 2017 were even better than expected, with over $8B in Retail Revenue. And in China, we saw the growing trends toward premium wine driven by high growth brands including Apothic, Dark Horse, and Louis M. Martini.

We are humbled to have received the Vinitaly International Award this year. This award is given to companies who are distinguished by their work in international wine, and this is the first time E. & J. Gallo Winery has received it.

In China, we applied the same principles that have created successful partnerships for our brands in other markets around the world. Eternal was the first publicly listed supply chain enterprise in China, and it has extensive experience in wine distribution. It also has an established network of talented sales people throughout China. We are confident this partnership will be a highly successful endeavor for the Carlo Rossi brand.

Premiumization is a global trend from the Old World to places like the U.S. and China, and we continue to grow our premium portfolio.

We have found that there is great value in developing our own brands as well as acquiring respected wine companies and outstanding vineyards. For example, we recently purchased the internationally regarded Stagecoach Vineyard in Napa Valley as well as ultra-premium brands including Orin Swift Cellars, J Vineyards and Winery and Talbott Vineyards.Just earlier this month, we had just completed the acquisition of the Rancho Real vineyard in Santa Maria Valley Santa Barbara County, on the Central Coast of California, which further completes the layout of our high-quality vineyards.

In addition to the renowned premium brands we now offer in the market in China, including Louis M. Martini, William Hill Estate Winery and MacMurray Estate Vineyards, we will continue to look for opportunities to bring in more exciting ultra-premium brands to satisfy the growing demand. Over the past few years we have invested over $1 Billion in our Premium capabilities.

We are constantly reaching out to consumers and have seen great interest from millennials and younger adults. We believe we’re witnessing a shift in how and when people of all ages learn about and enjoy wine. We’ve found that many people are curious about a wider variety of wines in different formats.

For example, we have received a very good reception for new product innovations such as Carlo Rossi Refresh, which is a carbonated wine with flavors, and Apothic Inferno, which is a red wine aged in whiskey barrels.

We have also seen that many consumers, particularly younger adults, get their information from many different sources, so we have substantially increased our digital and social media marketing. We plan to increase our overall spend five fold in the next few years.

You are absolutely correct. E-commerce is a growing trend worldwide for almost all product categories. The winery is investing in e-commerce within the U.S. and in all of our global markets.

In China, our distribution partners have already helped to connect our brands with consumers in this channel and we have extensive plans to increase these efforts. We are continuously discussing new ways and strategies to actively promote in major e-commerce channels with our business partners.

China is tremendously important to the E. & J. Gallo Winery. It is the world’s fastest growing economy. Also, the younger adult generation’s increasing interest in wine here makes us even more excited to continue to build our relationships in China.

In terms of U.S. imports, we can only speak for our own efforts. We can say the U.S. is the largest wine consumption country in the world and it’s still growing its export markets.