嘉露酒庄在中国内地签署新的分销协议

加州葡萄酒巨头嘉露酒庄(E&J Gallo)于去年早些时候与南浦分手之后,决定与中国公司怡亚通(Eternal Asia)签署新的区域分销协议,雄心勃勃地将入门级加州乐事(Carlo Rossi)品牌打造为大陆市场进口葡萄酒第一。

E&J Gallo中国区总经理陶新在4月11日参加发布会时说道:“在未来的三年中,我们的目标是实现年销售额达100万箱,重回中国大陆进口葡萄酒的第一品牌宝座。” 似乎对近期美国葡萄酒出口中国关税增高毫无畏怯。

加州乐事2014年在中国大受欢迎的顶峰,其销售额达到77万箱,占当年美国对中国葡萄酒出口量的55%。

据中国媒体报道,与怡亚通的合作关系将主要包括在上海,浙江,福建和江苏等重点城市和省份在内的华东地区销售加州乐事。

这标志着加州乐事之前的分销战略有所变化,其10年合作伙伴南浦全权负责全国范围内的分销,将变得更加区域化。

陶新说:“中国市场极为庞大,各地区之间存在消费文化与消费行为等差异,渠道特点各有不同。随着葡萄酒消费规模及人群的不断增长,我们觉得有克制的区域经销模式能更好的为各区域终端及消费者服务。”

怡亚通是首家在中国拥有300个销售点的上市供应链公司,此次合作是利用其庞大供应链网络的战略举措。

E&J Gallo还透露,该公司将与福建和广东的分销商合作,并扩大其在线销售和非即饮部门,包括沃尔玛和麦德龙等超市。

翻译:阳晨曦

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