采访｜Dr. Andreas Brokemper谈汉凯菲斯奈特雄心

来源| 汉凯菲斯奈特

Dr.Andreas Brokemper：我们的景愿是每卖出十杯起泡酒，就有一杯来自汉凯菲斯奈特

Having already recovered most sales that were lost during COVID-19, sparkling wine powerhouse Henkell Freixenet has set its sights on growing market share and expanding its reach to new territories – with travel retail a vital channel for its ambitions.

That’s according to CEO Dr. Andreas Brokemper, speaking to The Moodie Davitt Report as 2021 – a year of solid recovery despite the continuing impact of the pandemic – draws to a close.

Even against the backdrop of the pandemic, the company posted a relatively modest -7.4% fall in total turnover in 2020 compared to 2019, reaching €1,195 million.

“In 2021, we will most likely exceed the volumes that we had in 2019 – let’s see,” says Dr. Brokemper. Of the wider vision for the business, he adds: “In volume we account for every 11 to 12th glass of sparkling wine consumed globally (IWSR) and represent nearly 10% of the sparkling wine market by value. Our vision is to have every tenth glass consumed or distributed by Henkell Freixenet.”

在已经恢复了COVID-19期间损失的大部分销售额之后，起泡酒巨头汉凯菲斯奈特已经开始致力于扩大市场份额，并将其业务扩展到新的地区——旅游零售。

CEO Dr.Andreas Brokemper在2021年即将结束时，面对The Moodie Davitt Report的采访表示，这一年尽管受到病毒的持续影响，但仍有稳固的回升。

即使受到病毒影响，汉凯菲斯奈特2020年的总营业额与2019年相比仅下降7.4%，达到11.95亿欧元。

Dr.Andreas Brokemper表示，"2021年，我们很可能会超过2019年的交易量——让我们拭目以待。"，他又补充道。"在数量上，全球每卖出11或12杯起泡酒，就有一杯是我们的酒（IWSR），按价值计算占起泡酒市场的近10%。我们的愿景是每卖出十杯就有一杯是汉凯菲斯奈特的起泡酒。"

超速发展：菲斯奈特2021年全球销量或将达到一亿瓶

In looking to the future, Wiesbaden-based Henkell Freixenet is building on a proud and pioneering past: Adam Henkell began producing sparkling wine in Germany as early as 1856; JJ Söhnlein separately established the Rheingauer Schaumweinfabrik in 1864. While these brands were exporting product from the 1870s, it was not until the 1990s that the group began a true internationalisation drive that has continued at pace to this day.

The Henkell Freixenet line-up (and its strategy for travel retail) is now led by what the company calls its ‘Global Icons’, namely Henkell alongside Mionetto (acquired in 2008) and Freixenet (2018), the latter two respectively market leaders in prosecco and cava. The group reported this week that Freixenet alone will reach a new record with the sale of 100 million bottles worldwide in 2021.

总部设在威斯巴登的Henkell Freixenet公司有着令人骄傲的发展史。早在1856年，Adam Henkell就开始在德国生产起泡酒；JJ Söhnlein于1864年又建立了Rheingauer Schaumweinfabrik。虽然这些品牌从19世纪70年代就开始出口产品，但直到20世纪90年代，我们才开始真正的国际化进程，并一直持续到今天。

Henkell Freixenet阵容（及其旅游零售战略）现在由 "明星产品 "领导，即Henkell与Mionetto和Freixenet，后两者分别是普罗塞克和卡瓦的市场领导者。据公司的本周报告，仅菲斯奈特就将在2021年达到一个新的记录，在全球范围内销售1亿瓶。

核心品牌，汉凯、菲斯奈特和美尼多是明星产品

What is clear is that interest in sparkling wines is growing. A global market worth €17 billion in 2009 was worth €26.9 billion a decade later, slipping to €25.4 billion in 2020 (IWSR). Today, consumers are tempted by new taste profiles and styles more than ever.

Dr. Brokemper says: “In the past Champagne was mainly the benchmark. And Champagne is a great wine absolutely, but it takes you towards a certain taste profile.

“Nowadays, the education of consumers about sparkling wine is changing. And the main driver of this change was prosecco. People often say prosecco is similar to Champagne but I always say that prosecco is the opposite. Why? Well, you always have two different taste profiles in the product. You have primary aromas coming from the grapes and you have secondary aromas coming from the yeast. And finally, the Champagne is a perfect example of oxidation in the yeast, together with ageing.

“Prosecco is the opposite and you need to drink it when it is fresh and then you have all these primary aromas in the product. And this is something that really changed and that the consumers started to understand. Prosecco is not like a Champagne. It’s totally different.

“Consumers now understand that sparkling wine is more than just Champagne. It is prosecco, it’s cava, crémant, it’s English sparkling, so there is a diversity of sparkling wine that is really worth trying, and you should also find your own priorities, for a certain event or moment. Maybe in Summer or Christmas, you want to try something different.”

显而易见的是，人们对起泡酒的兴趣正在增长。2009年全球市场价值170亿欧元，十年后价值269亿欧元，2020年滑落到254亿欧元（IWSR）。今天，消费者比以往任何时候都更受新口味和新风格的诱惑。

Dr.Andreas Brokemper说："在过去，香槟主要是标杆。香槟绝对是一种伟大的葡萄酒，但他的口感特殊。"

"如今，消费者对起泡酒的认知正在改变。而这种变化的主要驱动力是普罗塞克。人们经常说普罗塞克与香槟相似，但我总是说普罗塞克恰恰相反。为什么呢？你在产品中总是有两种不同的味觉特征。有来自葡萄的初级香气，有来自酵母的次级香气，最后经过熟化陈酿，香槟就是这样的例子。

普罗塞克则相反，你需要“新鲜”，而这正是普洛塞克所拥有这些初级香气。而这是真正改变的东西，消费者开始理解普罗塞克不象香槟，它是完全不同的。

消费者现在明白，起泡酒不仅仅是香槟酒。它是普罗塞克，是卡瓦，是克雷曼，是英式起泡酒，所以起泡酒的多样性真的值得尝试，你也应该找到自己的值得庆祝的时候，为某个事件或时刻，也许在夏天或圣诞节，是时候尝试一些不一样的起泡酒"。

That increasing diversity of appeal also extends to geography. Henkell Freixenet’s core consumer base remains a European one, built around the cornerstone markets of Germany/Austria/Switzerland, alongside others in both Western and Eastern Europe. But as sparkling wine extends its reach, other regions are opening up.

“It’s really interesting to see how things are changing, from a place where sparkling wine was dominated almost entirely by Europe,” says Dr. Brokemper. “Over the past 20 years North America has become the fastest growing market, with good growth also in South America.

“Asia remains small and is led by Japan, but that is because the proportion of Champagne consumption is very high. Freixenet is the strongest brand but the knowledge about prosecco or cava is not at the level we would like yet. But it will come. We see some promising signs there, just as we do in China.

“It’s a question of the globalisation of the consumption. When consumers in one part of the world see the trends in Europe or elsewhere, and see how sparkling is drunk, on its own or in a cocktail, then I believe consumption will follow and grow in these other markets as well.

这种日益多样化的吸引力也延伸到了地理区域上。Henkell Freixenet的核心消费群仍然是欧洲人，围绕着德国/奥地利/瑞士的基石市场，以及西欧和东欧的其他市场。但是，随着起泡酒范围的扩大，其他地区也在逐步开放。

"有意思的是，在起泡酒具有统治地位的欧洲市场来看起泡酒的发展。"，他还说，"在过去的20年里，北美已经成为增长最快的市场，南美也有不小的增长。亚洲仍然很小，由日本领导，但这是因为香槟的消费比例非常高。菲斯奈特是最强大的品牌，但人们对普罗塞克或卡瓦的了解还没有达到我们希望的水平。但我们在那里看到了希望，就像中国一样。"

"这是一个消费全球化的问题。当世界某地的消费者看到欧洲或其他地方的趋势，看到起泡酒是如何饮用的，不管是单独饮用还是做成鸡尾酒，我相信其他市场的消费也会随之增长。"

“For 2022 there will be growth in consumption, if nothing really bad happens on a global scale. I hope that we find a way to handle inflation, the problems in the supply chain, and any further problems that that we need to face. But all in all, I am optimistic that we can get to single-digit growth in 2022 compared to 2021. And that will for sure be better than in 2019. So the recovery then should be there.

“I remember the first projection exactly one and a half years ago was that we would lose -15% in year one and then that we would grow +5%, meaning that the markets will be back at the 2019 level in 2024 or 2025. It looks right now that we can be more optimistic.”

"对于2022年来说，如果全球范围内没有意外发生，消费会有增长。我希望我们找到一种方法来处理通货膨胀、供应链中的问题，以及我们需要面对的任何进一步问题。但总的来说，我很乐观，与2021年相比，我们可以在2022年达到个位数的增长。而这肯定会比2019年好。"

"我记得一年半前我们的预测是，我们会先损失15%，再回弹5%，这意味着市场将在2024或2025年回到2019年的水平。现在看来，我们可以更加乐观。"

by Dermot Davittdermot@moodiedavittreport.com Source: ©The Moodie Davitt Report