在經歷了拉菲羅斯柴爾德集團兩個重『量』級品牌的流失和公司高層人員變動後，中國領先的葡萄酒進口商ASC精品酒業強調對中國葡萄酒市場長遠發展的決心，意圖重振市場信心。
ASC精品酒業和大中華區很多主要的葡萄酒進口商一樣，都面臨著普遍被大家認為是近年來中國酒業最困難的年份之一。
多年來的高速和雙位數的增長在2018年戛然而止，並且在2019年仍然持續走低，主要受制於國內經濟增速下行，中美持續貿易戰和匯率的變化。
『去年是非常艱難的一年，但我們銷售額達到了10億人民幣《折合約1.42億美元》』，ASC精品酒業首席運營官王俊《Simon Wang》在其公司的香港年度品鑒活動上接受酒斛特約作者Natalie Wang采訪時談到。
據他介紹，該公司在今年上半年的銷售也同比增長了約5-6%。
▲ ASC精品酒業首席運營官王俊《Simon Wang》
這意味著按進口額來算，如果除去大的物流公司和烈酒進口商，ASC是國內最大的葡萄酒進口商。
僅在今年前五個月就有2000多個瓶裝葡萄酒進口商退出進口酒行業，在這樣的大環境下，行業對作為國內領軍的ASC的舉動則是更加關注，以此來評估當下市場興趣和未來市場發展前景。
今年早前在第一季度的時候，ASC就和拉菲羅斯柴爾德家族的兩個靠量取勝的品牌傳說和傳奇分家了。
這兩個品牌雖是波爾多普通混釀紅酒，但在國內市場賣得非常成功，主要原因就是和拉菲掛鉤產生的攜帶效應。
根據市場消息透露，這兩個品牌占到ASC整體葡萄酒銷售的20%。
當問到這兩個品牌的流失對公司的影響時，王俊稱這個『分手』沒有影響公司的業績。
『從我們公司第三季度的業績可以看出，我們和財政目標一致，而且稍微有提升，』他解釋道，但沒有提供具體數字。
雖然傳奇和傳說兩個品牌現在不在ASC的品牌中，公司仍然在銷售羅斯柴爾德家族旗下的其他兩個品牌，分別是智利的巴斯克酒莊《Los Vascos》和朗格多克的奧希耶莊園《Domaine d’Aussières》，根據這位首席運營官的描述，這兩個品牌都是擁有自己葡萄園和莊園的酒莊。
他同時也反駁了ASC和拉菲羅斯柴爾德家族突然分手的說法，稱整個過程都是經過深思熟慮的，『並不是突然發生的事情，也不是某人拍板突然叫停的事兒』
除了和拉菲『分手』這件引人關注的事情，ASC公司同時也開始涉足烈酒，負責在大中華地區銷售賓三得利的烈酒品牌，這也是ASC和母公司三得利進一步融合接軌的一個體現。
同時，隨著消費者花錢更加謹慎，他說今年消費者對波爾多期酒態度不慍不火，感覺『一般』。
『這不是個能讓人激動得上躥下跳的年份，並非說這個年份不好，隻是現在這個情況，大家非常謹慎，所以‘一般’在這個語境上指的是消費熱情』他解釋道。
『今年期酒賣的也是個好年份，但好到要馬上拿錢買嗎？
對很多像我們一樣的葡萄酒商，也要考慮現金周轉，因為期酒是買了就要付現金訂貨的，需要很好的管理資金周轉問題，』他繼續說道。
同時他也補充說，自公司的品牌市場及供應鏈副總裁李韌離開之後，ASC的首席執行總裁澀谷善彥《Yoshihiko Shibuya》親自接管精品酒和波爾多期酒。
▲ ASC首席執行總裁澀谷善彥《Yoshihiko Shibuya》
在香港，今年ASC也要應對一些變化。
九月份，公司負責香港和澳門業務的總經理Jonathan Mather離開了公司，同時香港幾個月以來由反逃犯條例引發的遊行也影響了整個城市的葡萄酒生意。
據香港媒體《南華早報》報道，香港整個餐飲行業第三季度出現了自2003年非典之後最嚴重的下滑。
『遊行特別對當場消費影響大一些，』他說道。
特別是在商業中心例如中環、灣仔、銅鑼灣和尖沙咀地區，遊行對餐飲行業影響特別大。
這也導致今年夏天在受遊行影響的幾個月裡，公司的香港當場消費渠道銷售下降了30-40%左右，他說。
然而，他也很快補充講到，『我們認為這也給我們帶來了機遇，向大家展示我們對這個市場的信心和堅持，也是一個讓消費者看到誰才是市場上真正的玩家的好機會。
三得利擁有一百年歷史，我們不以短期發展為目標，我們是要在市場上長遠立足』
談到未來發展，他說ASC精品酒業要在應對市場上變得更加靈活，而且要不以短期目標為重。
『我們以長遠的目光來看中國市場的發展，我們不會因眼前盈利來犧牲長遠目標，』他講到。
編者註
市場遇冷，葡萄酒行業進入深入調整期，亟需深度變革，但是多數酒商不願意吐露真實的境遇，即使接受媒體采訪時，也多是以沉默或以外交辭令回避焦點問題。
很感謝Natalie Wang和ASC精品酒業首席運營官王俊先生的這次專訪。
這也是我今年來讀到最真實也是最真誠的的行業人物專訪。
酒斛網將持續在未來發表更多葡萄酒行業人物采訪和市場報道。
以下為本次采訪的英文版，以饗讀者。
ASC Fine Wines: We are here to stay
by Natalie Wang
China’s leading wine importer，ASC Fine Wines，affirms pledges of long-term commitment to Chinese wine market in an effort to boost market confidence，as the company cautiously navigates in a slowing wine market after the exit of DBR Lafite’s two volume brands and key personnel changes.
ASC Fine Wines and many key importers in Greater China region are faced with what’s generally believed to be one of the most challenging years in Chinese wine industry.
Years of warp-speed，double-digit wine growth halted in 2018，and downturn continue to deepen in 2019，as a result of slowing economy，prolonged China-US trade war，and currency fluctuations.
『In a very difficult time last year，we achieved RMB 1 billion (US$142.6 million) of sales,』 says ASC COO Simon Wang when interviewed at ASC’s portfolio tasting in Hong Kong. Its first half year sales also increased by 5-6% year-on-year，according to him.
This would make ASC the biggest wine importer by value in the country，if excluding logistics operators and spirits importers.
At a time when over 2,000 bottled wine importers went bust in the first five months of the year，all eyes are on the country’s leading players like ASC Fine Wines to gauge market interest and growth prospects.
Earlier in the first quarter of the year，ASC lost DBR Lafite portfolio’s two volume brands，Légende and Saga，two generic Bordeaux blends that have become extremely successful in the Chinese market because of their association with the Lafite brand.
The two brands are rumoured to account for roughly 20% of ASC’s wine sales. Asked about the impacts，Wang says that the 『break-up』 did not dent its wine sales.
『For financial results for our Q3，we are aligned with our budget and exceeded the same time last year marginally,』 he stated without giving specific details.
Although Légende and Saga exited ASC’s portfolio，ASC is still distributing DBR Lafite’s Chilean brand Los Vascos and Domaine d’Aussières in Languedoc，two wineries described by the executive of having their own vineyards and estates.
Wang also played down the split as being sudden，saying it has been properly thought through，and 『it’s not out of the blue and somebody unplugged it.』
In addition to changes to DBR Lafite brands，the company is also tapping into spirits with Greater China distribution of Beam Suntory’s spirits portfolio as a part of deeper integration with Japanese parent company Suntory.
Meanwhile with more cautious and prudent consumer spending，he says this year consumer interest towards Bordeaux En Primeur campaign is also lukewarm and 『average』. 『It’s not a year that everyone jumps up and down，not necessarily saying the vintage is bad，but currently with the situation people are a little bit skeptical，so the average refers to consumer sentiment,』 he explains.
『It’s a good vintage but is it a right time to put money upfront？
For a lot of wine companies like us [ it’s about] cash flow management cause you pay immediately and you need to manage cash flow,』 he continues，adding that company CEO Yoshihiko Shibuya is directly in charge of fine wine and En Primeur campaign after departure of Richard Li.
Across the border in Hong Kong，ASC is also adjusting to new changes in the market. In September，Jonathan Mather left the company as its general manager for Hong Kong and Macau. Monthslong protests in Hong Kong caused by now-withdrawn extradition bill dampened citywide wine sales.
Hong Kong’s food and beverage businesses posted the steepest fall in the third quarter of this year since the 2003 SARS outbreak，according to a SCMP report.
The impact of Hong Kong protests is 『especially severe on on-trade sector,』 Wang says. The protests in commercial centers such as Central，Wanchai，Causeway Bay and Tsim Sha Tsui adversely affected restaurant goers and drinkers. As a result on-trade sales shrank by 30-40% this year during the protesting months this summer，Wang reveals.
However，he’s quick to note，『We think this is an opportunity for us to demonstrate our commitment to the market，right time for the customer to see who the real players are. We Suntory with our 100 years are not looking at short term，and we are here to stay.』
Looking ahead，Wang says ASC will strive to become more agile to better respond to market changes，and is in no rush for short term profits.
『We look at China with a long-term view we don’t short-change the future for immediate profit，』 he stated.
作者介紹
Natalie Wang
(酒斛網特約作者)
Natalie Wang是一名常駐香港的資深葡萄酒記者。
之前擔任The Drinks Business Hong Kong執行編輯長達三年，負責報道亞洲和中國酒類市場新聞。
現創辦了自己的英文新聞平臺Vino-joy.com。