酷兔英语


Sales to Asia's aficionados of premium Scotch whisky have steadily grown in importance to distillers in recent years. An auction of some of Scotland's finest in Hong Kong in November saw 100% of lots sold, including a bottle of 42-year old Black Bowmore that sold for 30,940 Hong Kong dollars (about US$4,000).


馏酒生产商们近年来发现,高档苏格兰威士忌的亚洲嗜好者正稳步成为他们日益重要的客户。在香港去年11月一场针对某些最佳品质苏格兰威士忌的拍卖会上,拍品被100%售出,其中一瓶有42年酒龄的黑波摩(Black Bowmore)威士忌卖出了30,940港元(约合4,000美元)。



Overall exports of Scotch whisky to Asia fell 9% last year. But at the top end of the market, distiller Morrison Bowmore has seen 'consistent double-digit growth' in sales in Asia of its single malts over the past three years, says David Pattison, the firm's emerging markets manager.


去年苏格兰威士忌对亚洲的总体出口量下降了9%。但高档苏格兰威士忌生产商Morrison Bowmore的新兴市场经理帕蒂森(David Pattison)说,该公司单一麦芽苏格兰威士忌在亚洲的销量过去三年一直以两位数增长。



Scotsman Mr. Pattison has enjoyed a 'wee dram' or two with some of the firm's wealthiest clients throughout Asia -- all in the name of business, of course. He talked to Duncan Mavin in Hong Kong. The following interview has been edited.


身为苏格兰人的帕蒂森一直对与该公司在亚洲各地最富有的那些客户小酌一两杯威士忌乐此不疲,当然,这些推杯换盏都是以谈生意的名义进行的。他在香港接受了《华尔街日报》(WSJ)记者Duncan Mavin的采访,以下是访谈节录。



WSJ: How much of your job in Asia is about educating buyers?


WSJ:你在亚洲的工作多大程度上是向买家普及苏格兰威士忌酒的知识?



Mr. Pattison: There's no question that education is a significant part of the job. Single malt is still a relatively new category in Asia and there are a lot of buyers who still don't know a Scotch whisky from an Irish whiskey or even a Cognac.


帕蒂森:毫无疑问普及这方面的知识是我工作的一项重要内容。单一麦芽苏格兰威士忌在亚洲仍属相对新的酒类,亚洲许多买家依然不知道苏格兰威士忌与爱尔兰威士忌甚至干邑白兰地的区别。



WSJ: Is it possible to define an 'Asian taste' when it comes to spirits?


WSJ:有可能给烈酒定义一种"亚洲口味"吗?



Mr. Pattison: Yes and no. If anything, Chinese consumers tend to favor an easier taste on the palette, going for the sweeter, sherry-matured whiskeys. Japanese are a bit more adventurous. They are curious about the different regions and like to experiment.


帕蒂森:也能,也不能。如果非要说亚洲消费者有什么特别口味的话,中国消费者往往口味比较轻,他们喜欢那种比较甜的雪莉桶威士忌。日本人喜欢更烈一点的威士忌。他们对不同产区威士忌间的区别感到好奇,都想尝试一下。



WSJ: What surprises you about Asia's appetite for single malts?


WSJ:亚洲人对单麦芽威士忌的喜好有什么让你吃惊的吗?



Mr. Pattison: Western markets have favored blended whiskeys for over a century and only gradually moved toward single malts. Asian consumers bypassed that trend.


帕蒂森:西方市场一个多世纪以来一直喜欢混合型威士忌,现在只是逐渐开始倾向于单麦芽威士忌,而亚洲消费者则直接跳过了这一阶段。



What's more, we are seeing a collector base develop in Asia too. Some people are buying two bottles -- one to drink and the other as an investment.


此外,我们发现亚洲的威士忌收藏家队伍也在壮大。一些人会买上两瓶高档威士忌,一瓶饮用,另一瓶收藏起来作为投资。



WSJ: What's the best single malt tasting experience you've had in Asia?


WSJ:你在亚洲品尝过的最佳单麦芽苏格兰威士忌是什么?



Mr. Pattison: Two years ago, in Singapore, I spent a very special evening tasting four wonderful whiskeys: a Highland Park Cask, a Macallan 50 year-old, a Macallan 1973 and a 1964 White Bowmore. It's hard to explain what makes one tasting stand out -- a lot is about the company with whom you are enjoying the experience -- but I do recall an excellent 1964 Cuban cigar, which was the perfect complement.


帕蒂森:两年前在新加坡,我曾经在一个非常特别的夜晚品尝了四种美妙的威士忌,它们是Highland Park Cask、有50年酒龄的Macallan、一种1973年出产的Macallan以及一种1964年出产的White Bowmore。难以解释是何原因使得某种口味的威士忌尤其惹人喜爱──这很大程度上取决于和你一同饮酒的是些什么人──但我确实对吸过的一种1964年产高品质古巴雪茄难以忘怀,这真是一种佳品。



WSJ: What advice do you have for anyone looking to start a collection of single malts?


WSJ:你对那些想开始收藏单麦芽威士忌的人有何建议?



Mr. Pattison: First, look for malts that have a reputation for collectability and investment. Second, look for releases where there are only a limited number of bottles available -- say less than 1,000. And third, look for releases from distilleries which have closed but have a limited stock line that is made available from time to time.


帕蒂森:首先,要寻找那些被公认具有收藏和投资价值的单麦芽威士忌。其次,要寻找只限量发售的单麦芽威士忌,比如说面市量不足1,000瓶的那种。第三,要寻找那些已关闭酒厂存世不多的威士忌。



Duncan Mavin
  • steadily [´stedili] 移动到这儿单词发声 ad.坚定地;不断地 (初中英语单词)
  • interview [´intəvju:] 移动到这儿单词发声 n.&vt.接见;会见;交谈 (初中英语单词)
  • appetite [´æpitait] 移动到这儿单词发声 n.欲望;食欲 (初中英语单词)
  • western [´westən] 移动到这儿单词发声 a.西的;西方的 (初中英语单词)
  • collection [kə´lekʃən] 移动到这儿单词发声 n.收集;征收;募捐 (初中英语单词)
  • investment [in´vestmənt] 移动到这儿单词发声 n.投资;(时间等)投入 (初中英语单词)
  • available [ə´veiləbəl] 移动到这儿单词发声 a.可用的;有效的 (初中英语单词)
  • scotch [skɔtʃ] 移动到这儿单词发声 vt.&n.刻痕(于);划伤 (高中英语单词)
  • significant [sig´nifikənt] 移动到这儿单词发声 a.重要的;意义重大的 (高中英语单词)
  • relatively [´relətivli] 移动到这儿单词发声 ad.比较地;相对地 (高中英语单词)
  • define [di´fain] 移动到这儿单词发声 vt.解释;说明;限定 (高中英语单词)
  • seeing [si:iŋ] 移动到这儿单词发声 see的现在分词 n.视觉 (高中英语单词)
  • highland [´hailənd] 移动到这儿单词发声 n.山地,高地 (高中英语单词)
  • limited [´limitid] 移动到这儿单词发声 a.有限(制)的 (高中英语单词)
  • premium [´pri:miəm] 移动到这儿单词发声 n.奖励;奖金;保险费 (英语四级单词)
  • auction [´ɔ:kʃən] 移动到这儿单词发声 n.&vt.拍卖 (英语四级单词)
  • whiskey [´wiski] 移动到这儿单词发声 n.威士忌酒 =whisky (英语四级单词)
  • adventurous [əd´ventʃərəs] 移动到这儿单词发声 a.冒险的;惊险的 (英语四级单词)
  • collector [kə´lektə] 移动到这儿单词发声 n.收款(税)员;收藏家 (英语四级单词)
  • reputation [repju´teiʃən] 移动到这儿单词发声 n.名誉;名声;信誉 (英语四级单词)
  • category [´kætigəri] 移动到这儿单词发声 n.种类;部属;范畴 (英语六级单词)