CMB组委会主席卜度安·哈弗：中国白酒出海缺乏外宣信息和分销渠道 建议在各国多举办白酒鸡尾酒大赛

文 | 凤凰网酒业 翟庭俞

“工业烈酒产品没有人知道是谁酿造的，产品背后没有任何信仰。但访问白酒产区时，可以见到酿酒师，可以见到正在工作的人们。你会说哇，这是真正用心的产品。”布鲁塞尔国际烈酒大奖赛组委会主席卜度安•哈弗，近期在接受凤凰网酒业专访时分享到，在他看来，中国白酒的匠心精神非常可贵。目前出海方面面临的挑战主要是缺乏外宣信息和分销渠道，建议在各国多举办白酒大师班，以及白酒鸡尾酒大赛，相信调酒师和酒吧联盟会非常感兴趣。

以下为访谈实录：

一、对中国白酒出海的建议

Suggestions for chinese baijiu to go abroad

Host: The first question，in your opinion, what challenges need to overcome if Chinese spirits are to go global as soon as possible and win the love of wine drinkers around the world?

翟庭俞：首先第一个问题，在您来看，中国酒业要想尽早走向全球，且获得世界酒类爱好者的喜爱，会遇到哪些挑战？

Baudouin Havaux: Okay. I think that the problem for the Chinese spirits is that they are very well known here in China. But it's very difficult for the foreigners ,first to have access to the product. It's difficult to find Baijiu outside of China, because you have a lack of distribution. You need more exporter, more distribution.

卜度安·哈弗：我认为中国酒业将遇到的问题是，白酒虽然在中国国内十分出名，但是对于外国人来说，获得白酒这个产品就是一件难事。在中国境外很难看到白酒的身影，因为你们缺乏分销渠道，你们需要更多的出口商，更多的分销渠道。

And for me, the second issue is that it's difficult to find information about your products. It's difficult to know the characteristics of the Baijiu. Who you produce the Baijiu, what's the difference between a sauce aroma or light aroma, what's the difference between different regions and it's really not easy to understand for us because it's very difficult. We don't find a lot of information in English or French or Spanish. I think that the sector, the spirits industry, have to invest in formation, information and also in distribution.

而在我看来，第二个很困难的问题就是，我们很难找到中国白酒产品的相关信息。我们很难了解到中国白酒的特征,是谁在生产的白酒，酱香型和清香型有什么区别，不同的产区白酒又有什么区别。这对于我们来讲很难了解，因为这太难了。我们没有找到英语、法语、西班牙语版本的白酒相关信息。所以我认为相关的部门以及酒产业应该在信息和分销方面投入更多资金。

So the first step is to find some exporters. exporters who can buy the Baijiu and sell the Baijiu in New York and Mexico and Paris.…. Because these products are not accessible on the market and it's the reason why I think that this competition will be a nice tool to find a distribution.

所以第一步就是去寻找一些出口商。他们可以买入白酒，并将之销往纽约、墨西哥、巴黎等城市。因为白酒这类商品在市场上很难得到，这就是为什么这次竞赛是找到分销渠道的一个有用的工具。

This year, this week, we have 20-25 importers who are part of this competition. These importers two days ago followed a master class about Baijiu. Two years of master class and I am sure that these guys, these importers are thinking maybe they have interest to register a new product and maybe they are ready to try to sell Baijiu all over the world.

今年，本周，我们有20-25个进口商参加了这个比赛。这些进口商两天前上了一堂关于白酒的大师课。两年的大师班，我确信这些进口商在思考，也许他们有兴趣注册一种新产品，也许他们准备把白酒卖到世界各地。

Baudouin Havaux: I think that to promote, you have maybe another issue that the foreigners consumer don't understand and they don't know when they can consume Baijiu. Here in China, it's easy, you consume Baijiu in the dinner to make ganbei, but in Europe, we never do that. So we have to find another way to consume it. When I will consume Baijiu? So I think that maybe one way, one solution could be to introduce Baijiu in cocktail, in the bar, because Baijiu it's not easy to understand, because the flavor and the savor are very different, but it works very well in cocktail. And I am sure that the barman, the bar association favor, they are looking also for something new because you know that the bar is very trendy.

卜度安·哈弗：我认为在推广方面遇到的问题可能是，国外的消费者可能不知道他们应该什么时候喝白酒。在中国，这很简单，晚餐的时候倒上点白酒，然后干杯。但是在欧洲，我们从来不这么做。所以我们需要找到另一种喝白酒的方式。什么时候要喝点白酒？我认为有一种方式，就是将白酒与鸡尾酒混合，引进酒吧里。因为白酒很难懂，它的口感和气味是非常独特的，但是混入鸡尾酒中又有另一种风味。我很确定，调酒师以及酒吧联会会非常感兴趣，他们一直在寻找一些新鲜的酒品，因为，你知道，酒吧都是非常与时俱进的。

Always they are looking for a new cocktail, new savor, new flavor and with Baijiu, you have a lot of things to do. You can mix Baijiu with a lot of other spirits, with a lot of juice or soda or…... And I think that ,maybe we can organize a cocktail competition in different countries. And after the best barman Baijiu from France, from United States, from Mexico, from Italy can be invited here in China and we can organize here the international competition with the best Baijiu barman of different countries and it can help you to promote Baijiu by a different way, with not the ganbei. Ganbei in Europe is not useful.

他们一直在寻找新的鸡尾酒，新的风味和口感。调配的时候加上白酒，可以调配出许多种不同种类的酒。你可将白酒与其他酒类、果汁、或者苏打水等等进行混合。我们或许可以在许多不同国家组织鸡尾酒竞赛。之后最佳白酒调酒师，比如来自法国、美国、墨西哥、意大利，可以邀请他们到中国，我们可以在中国举办一个国际赛事。聚集不同国家最好的白酒调酒师，这种赛事可以以一种不同的方式帮助推广白酒，不需要靠干杯的酒文化，干杯酒文化在欧洲并不盛行。

二、营销推广向国际烈酒学什么？

Markting and promotion,how to learn from international spirits

Host: Okay ，in terms of marketing and promotion, what do you think Chinese Baijiu should learn from other international spirits?

翟庭俞：好的，第二个问题是在营销和推广方面，你认为中国白酒应该像其他国际烈酒学习什么？

Baudouin Havaux: Okay. The first thing to do maybe is to develop some websites but in different language where you can give all the information, what's Baijiu, different styles of Baijiu, different region, who you produce Baijiu.

卜度安·哈弗：好的，首先要做的也许是建立y一些网站，但是网站里要用不同的语言，在那里你可以提供所有的信息，什么是白酒，有哪些不同风格的白酒，白酒不同的产区，是谁在生产白酒。

Second, what makes the cognac, for example, or Armagnac, or Brandy, they organized a lot of masterclass. They travel all over the world and they organized masterclass. As you know, here in China, the region of cognac organized a lot of masterclass of cognac and it helped the Chinese market to understand and to try cognac. So it could be nice to organize a masterclass Baijiu in Paris, in Brussels, in Madrid in Tokyo, or Mexico. But they have to come together.

I think that what I saw yesterday in the opening ceremony that six different regions of Baijiu were together to promote the Baijiu industry . Not only sauce aroma, not only light aroma, they are together and they give a full vision of the world of Baijiu.

第二，是什么造就了干邑?例如阿马尼亚克或者白兰地这样的酒类，他们组织了很多大师班。他们游历世界各地，组织大师班。大家都知道，法国干邑地区在中国组织了很多干邑大师班，帮助中国市场了解和尝试干邑。所以，如果能在巴黎、布鲁塞尔、马德里，或东京、墨西哥等城市举办白酒大师班，那将是一件很棒的事情。但是，他们必须团结在一起。我认为，昨天在开幕式上，我看到了来自白酒六个不同产区的代表齐聚一堂，共同推广白酒产业。不仅是酱香型白酒，也不仅是清香型白酒，他们团结一致，向全世界展示了白酒的完整面貌。

三、如何理解中国白酒的匠心酿造?

Understanding craftsmanship spirit of Chinese baijiu

Host: Okay, thank you. How do you understand craftsmanship spirit of Chinese baijiu? Basically it's handmade.

翟庭俞：好的，谢谢。你如何理解中国白酒的工匠精神? 你知道，白酒基本上都是手工酿造的。

Baudouin Havaux: That's very important. Because Baijiu, for me, is not an industrial product. It's an artisanal product. Artisanal, it's handmade. And people, consumers, look for authenticity. It's not an international brand or an industrial product. If you visit the industry of Baijiu, you can see people working. It's very handmade. It's a specific product. First, they use natural products, sorghum, water, and something very special, the qu. And it's artisanal. And it's authentic. It's what the consumer is looking for now.

卜度安·哈弗：这非常重要。因为对我来说，白酒不仅仅是一个工业产品，它更像是一个手工艺品。手工艺品是手工制作的。人们、消费者，都在寻找本真。白酒不是一个国际品牌或工业产品。如果你参观白酒产业，你可以看到人们在工作。它是非常手工化的。它是一种特殊的产品。首先，他们使用天然产品，使用高粱、水和一种非常特殊的原料酒曲制作而成。这是手工制作的。而且它是真实的。这正是消费者现在所追求的。

Host: Compare to other spirits other wines in global.

翟庭俞：那么与世界上其他酒类相比呢？

Baudouin Havaux: It's like if you compare a small product of cognac, or Armagnac, or Pisco. or cognac are produced by small business units by family, by small distillery. And the consumer wants that. He needs some history. He needs to know the guy who made the Baijiu, the product. He needs to know to see the building, to see the winery. He wants to see where it's coming from, the sorghum. And also he needs a cultural aspect. He needs to see the gastronomy who goes with the Baijiu. He needs to see all the cultural aspects of the product.

卜度安·哈弗：这就像如果你将白酒与干邑、阿马尼亚克或皮斯科等小众产品进行比较。皮斯科或干邑是由家庭或小型酿酒厂这样的小型业务单位生产的。而消费者正需要这样的产品。他们想要一些故事。他们需要了解制作白酒的人和产品。他们需要参观酒厂建筑，看看酿酒厂。他们想知道白酒的原料高粱来自哪里。同时，他们还需要文化层面的内容。他们需要了解与白酒相搭配的美食。他们需要了解产品所有文化层面的内容。

And it's one positive point for Baijiu, because it's like you have product, for example, vodka. Vodka is an industrial product. Nobody knows who is made, you don't have any faith behind the product. And that's important in Baijiu that when you visit the region of Baijiu, you can meet the distiller, you can meet people who is working. And you say, wow, that's a true product. It's not an industrial product.

这对白酒来说是一个优点，因为就像有些产品，比如伏特加。伏特加是一种工业产品。没有人知道是谁酿造的，产品背后没有任何信仰。而在白酒中这是重要的，当你访问白酒产区时，你可以见到酿酒师，你可以见到正在工作的人们。你会说，哇，这是真正用心的产品。它不是工业产品。

Host: Pure grain liquor. Ok, thank you.

翟庭俞：是的，纯谷物酒，好的，谢谢您参加今天的采访。

Baudouin Havaux:Ok, it's ok.

卜度安·哈弗：好的，没关系。