新旧世界葡萄酒质量表达演变及形成

Quality Expression and Its Formation Mechanism of New and Old World Wines

葡萄酒等级是全球葡萄酒行业的关注点。在旧世界葡萄酒等级表达中,产品等级不仅反映产品内在质量,还与具有质量风格的地理特征紧密相关;新世界葡萄酒等级表达中,葡萄酒地理特征仅表示产品来源真实性,葡萄酒质量以产品口感为基础并满足消费者消费偏好需求。葡萄酒官方等级分级具有从产区到列级酒庄的纵向化结构,葡萄酒等级分类具有从品种、年份到酒庄的横向化结构,前者分级以生产者视角下“为何分级”并同时聚焦分级内生形成关键要素,后者分类以消费者视角下“为何分类”并锚定产品质量的某一关键要素,两者之间关注点存在差异。这种差异给国际葡萄酒市场创造竞争空间,形成一种质量表达的实践共创、智慧共存的竞争格局。

Wine grades are the focus of the global wine industry.It is found that in the expression of wine grade in the old world,product grade not only reflects the internal quality of the product,but also is closely related to the geographical characteristics with quality style.In the expression of new world wine grade,the geographical characteristics of wine only indicate the authenticity of the product source,and the wine quality is based on the taste of the product to meet the consumption preference of consumers.The results show that the old classification of wine has a vertical structure from appellation to winery,and the new classification of wine has a horizontal structure from variety and year to winery.The former classification is“why classification”from the perspective of producers,while the latter classification is“how classification”from the perspective of consumers,and there are differences in concerns between the two.This difference creates competition space for the international wine market,and forms a competitive pattern of practical co-creation and intelligent coexistence of quality expression.