威士忌收藏準則?喜歡就好! 2017-04-07

台灣對高價威士忌日益升高的需求

針對此次John Walker & Sons特別推出Diamond Jubilee by John Walker & Sons限量典藏版蘇格蘭威士忌,我們選擇亞洲作為此頂級酒款世界巡迴之旅的首要起跑站。John Walker & Sons與亞洲市場有許久淵源,回溯至十九世紀,亞洲便是John Walker & Sons早期深耕的市場之一,未來,John Walker & Sons的發展主力仍會是在亞洲,亞洲是關乎我們未來成長的關鍵。

Celebrating the launch of Diamond Jubilee Blended Scotch Whisky by John Walker & Sons, we choose Asia as the beginning of the tour around the world. Since the 19th century, there has been a great market here in Asia for John Walker & Sons. It’s a very important place to start. It’s really all about future.

 

我們認為台灣是亞洲相當重要的市場之一。台灣逐漸向上提升的飲酒文化及對高價威士忌日益升高的需求,都是影響市場擴增的因素。尤其,相較於亞洲其他國家,台灣消費者對Johnnie Walker家族擁有的威士忌品牌均了解甚深。因此,無庸置疑地,台灣是我們在亞洲推廣高價威士忌的重點市場之一。

Among Asian countries, we consider Taiwan as one of the most significant countries in the Asia markets. In Taiwan, the rising wine-drinking culture and an increasing market demand for premiem whisky are positive factors for market extension, as well as a high understanding of the whole Johnnie Walker family. Thus, Taiwan is definitely one of our target markets in Asia to promote our premiem whisky.

 

25年前,我開始參與Johnnie Walker頂級威士忌事業的規劃與發展時,多數消費者對於高價位的藍牌威士忌避之唯恐不及。但時至今日,重視高品質生活與旅遊的消費族群日趨增多,他們經常在生活與旅途中,造訪各式商店和餐廳、尋覓美酒與美食。也因此,酒類市場的需求亦隨之水漲船高。人們願意花費較以往更高的價錢去購買威士忌。而我們推出的高價產品便是為了滿足此消費需求應運而生。

25 years ago, I joined the development of super deluxe variants from House of Johnnie Walker. At that time, most of the consumers were horrified about the high price of Johnnie Walker Blue Label. Nowadays, people begin to travel, look for fine wines and fine restaurants. And the market is there. People are willing to spend more money on whisky. And our higher priced whiskies launched are to satisfy customer needs.

 

同時,我們也注意到以收藏為目的的消費族群,這些威士忌收藏家們都具備完整的威士忌專業知識,他們對於收藏品的要求也很嚴格,像我在台灣就遇到不少深諳威士忌知識、也收藏威士忌的愛好者。但若問我是否有任何收藏威士忌的準則,我會建議:「隨自己心意所選就對了。」。

以個人為例,我喜愛收藏古董車,尤其是積架汽車。吸引我收藏的因素很多:因為品牌故事、經典的外觀造型、奔馳的引擎聲和那一手掌握的駕馭感,種種的一切都讓我愛不釋手。收藏威士忌亦是如此,不只是為了品酩,更是因為鍾愛而收藏。

There are also whisky collectors. They know everything and they are very demanding. I’ve also met many serious collectors and whisky lovers in Taiwan. Is there any principle of collecting whisky? Per my advice, whisky is to enjoy. I collect old cars. I collect Jaguar. I like the stories, the way they look, the way they sound, and the way they drive. I like to collect them. Whisky collection is the same thing. Not just drinking, you should always collect what you like and enjoy. 

 

 

JOHNNIE WALKER BLUE LABEL 藍牌蘇格蘭威士忌全球品牌大使
強納森.德萊佛
 
 
文章出處 WSD酒訊雜誌71期

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