千禧一代，謝謝你們讓葡萄酒變得更便宜!

千禧一代，謝謝你們讓葡萄酒變得更便宜!

Cheers to that!

干杯!

The cost of wine is set to plummet to its lowest point in five years, allowing drinkers to consume more red, white or rosé than they can usually afford.

葡萄酒的價(jià)格將跌至五年來(lái)的最低點(diǎn)，將使飲酒者消費(fèi)更多超出他們通常承受能力的紅酒、白酒或玫瑰酒。

According to CNN, the trend is partly due to an excess of California grapes — and partly to millennials preferring spirits and ready-to-drink cocktails such as White Claw.

據(jù)美國(guó)有線電視新聞網(wǎng)(CNN)報(bào)道，這種趨勢(shì)部分是由于加州葡萄過(guò)剩，部分是由于千禧一代更喜歡烈酒和白爪(White Claw)等即飲雞尾酒。

As a result, Rob McMillan, founder of Silicon Valley Bank’s Wine Division and author of the annual State of the Wine Industry report, predicts American wine enthusiasts will enjoy the “best wine retail values in 20 years.”

因此，硅谷銀行(Silicon Valley Bank)葡萄酒部門(mén)的創(chuàng)始人、年度葡萄酒行業(yè)狀況報(bào)告(State of the Wine Industry report)的作者羅布•麥克米倫(Rob McMillan)預(yù)測(cè)，美國(guó)葡萄酒愛(ài)好者將享受到“20年來(lái)最具零售價(jià)值的葡萄酒”。

He says the cheaper prices may last up to three years.

他說(shuō)，便宜的價(jià)格可能會(huì)持續(xù)三年。

Golden State grapes are now in bountiful supply because thousands of acres of new vines were planted in Northern California in 2016, and vineyard owners in Napa, Calif., and other premium wine-producing regions are using more efficient harvesting methods.

由于2016年在北加州種植了數(shù)千英畝的新葡萄，加州納帕和其他優(yōu)質(zhì)葡萄酒產(chǎn)區(qū)的葡萄園主正在使用更高效的收獲方法，所以金州葡萄現(xiàn)在供應(yīng)充足。

Unsurprisingly, many industry insiders are not happy about the surplus.

不出所料，許多業(yè)內(nèi)人士對(duì)這種過(guò)剩并不滿(mǎn)意。

Jeff Bitter, president of Allied Grape Growers, said spare grapes often filter down to the secondary market, where they end up in brandy or grape juice concentrate. But that doesn’t usually turn a healthy profit for producers.

葡萄種植聯(lián)盟(Allied Grape Growers)的總裁杰夫·斯威特(Jeff Bitter)說(shuō)，多余的葡萄通常會(huì)被過(guò)濾到二級(jí)市場(chǎng)，最后變成白蘭地或濃縮葡萄汁。但這通常不會(huì)給生產(chǎn)商帶來(lái)可觀的利潤(rùn)。

“The main cause of oversupply today is the culmination of a few years of slowing wine shipment growth, with an ample 2018 wine grape crop as an exclamation point,” he says.

他表示:“如今供應(yīng)過(guò)剩的主要原因，是葡萄酒出貨量增長(zhǎng)放緩的這幾年達(dá)到頂峰，2018年葡萄酒葡萄產(chǎn)量充足是一個(gè)驚嘆號(hào)。”

Bitter adds that the current slowdown has caught growers by surprise. It takes up to five years to bring wine to market from the initial planning stages of planting a vineyard.

斯威特補(bǔ)充說(shuō)，目前的經(jīng)濟(jì)放緩讓種植者感到意外。從種植葡萄園的最初規(guī)劃階段，將葡萄酒推向市場(chǎng)需要長(zhǎng)達(dá)五年的時(shí)間。

“It makes hitting demand very complicated,” he says. “In this case, we overshot demand. Until 2015, wine shipments had grown, almost predicatively, for two decades.”

他表示:“這使得滿(mǎn)足需求變得非常復(fù)雜。”“在這種情況下，我們超出了需求。直到2015年，葡萄酒出貨量增長(zhǎng)了20年，這幾乎是可以預(yù)測(cè)的。”

Meanwhile, millennials are apparently shunning wine in droves because they prefer liquor and premixed cocktails.

與此同時(shí)，千禧一代顯然在成群結(jié)隊(duì)地回避葡萄酒，因?yàn)樗麄兏矚g烈酒和高級(jí)雞尾酒。

“The industry should rightly be concerned,” McMillan told CNN. “We aren’t engaging with the millennial consumer, and boomers who have driven wine sales for the last 30 years won’t live forever.”

麥克米倫告訴美國(guó)有線電視新聞網(wǎng)(CNN):“這個(gè)行業(yè)理應(yīng)感到擔(dān)憂。”“我們沒(méi)有與千禧一代消費(fèi)者打交道，過(guò)去30年推動(dòng)葡萄酒銷(xiāo)售的嬰兒潮一代也不會(huì)永遠(yuǎn)活下去。”

McMillan writes in his report: “Today, the wine supply chain is stuffed.”

麥克米倫在報(bào)告中寫(xiě)道:“如今，葡萄酒供應(yīng)鏈已經(jīng)飽和。”

“This oversupply, coupled with eroding consumer demand, can only lead to discounting of finished wine, bulk wine and grapes. US wine consumers will discover unprecedented retail value in 2020 and should buy up.”

“這種供應(yīng)過(guò)剩，再加上消費(fèi)者需求的下降，只會(huì)導(dǎo)致成品葡萄酒、散裝葡萄酒和葡萄降價(jià)。到2020年，美國(guó)葡萄酒消費(fèi)者將發(fā)現(xiàn)前所未有的零售價(jià)值，應(yīng)該購(gòu)買(mǎi)。”