{"id":3025,"date":"2020-01-09T12:05:38","date_gmt":"2020-01-09T09:05:38","guid":{"rendered":"http:\/\/vine-nn.ru\/bordeaux-v-novych-realiich\/"},"modified":"2020-01-09T12:05:38","modified_gmt":"2020-01-09T09:05:38","slug":"bordeaux-v-novych-realiich","status":"publish","type":"post","link":"https:\/\/vine-nn.ru\/cs\/bordeaux-v-novych-realiich\/","title":{"rendered":"Bordeaux v nov\u00fdch re\u00e1li\u00edch"},"content":{"rendered":"<p>\n Bordeaux je nejslavn\u011bj\u0161\u00ed z francouzsk\u00fdch vina\u0159sk\u00fdch region\u016f, a jeho vliv na sv\u011btov\u00e9 vina\u0159stv\u00ed je obt\u00ed\u017en\u00e9 p\u0159ece\u0148ovat. \u0411\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u0435 v\u00edna aktivn\u011b \u044d\u043a\u0441\u043f\u043e\u0440\u0442\u0438\u0440\u043e\u0432\u0430\u043b\u0438\u0441\u044c ji\u017e na po\u010d\u00e1tku 14 stolet\u00ed. \u017d\u00e1dn\u00fd jin\u00fd region nem\u016f\u017ee srovn\u00e1vat s touto francouzskou ikonou vina\u0159stv\u00ed v komer\u010dn\u00ed \u00fasp\u011b\u0161nosti a moci.\n <\/p>\n<p>\nV\u00edna z Bordeaux jsou tak popul\u00e1rn\u00ed po cel\u00e1 stalet\u00ed, \u017ee odr\u016fdy hrozn\u016f \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u043e\u0433\u043e p\u016fvodu \u2013 v \u010dele s merlot a cabernet sauvignon \u2013 byly vysazeny na mnoha m\u00edstech, a tzv. &#8222;bordeauxsk\u00e1 \u0431\u043b\u0435\u043d\u0434&#8220; se stal jedn\u00edm ze standard\u016f pro vina\u0159e.\n<\/p>\n<p>\nAle veden\u00ed z\u0159\u00eddka \u043d\u0435\u0437\u044b\u0431\u043b\u0435\u043c\u043e. P\u0159ich\u00e1zej\u00ed okam\u017eiky, kdy se objevuj\u00ed nov\u00ed konkurenti a vznikaj\u00ed vnit\u0159n\u00ed rozpory. Kdy\u017e n\u011bco General Motors bylo \u043d\u0435\u0434\u043e\u0441\u044f\u0433\u0430\u0435\u043c\u0430, ale postupem \u010dasu evropsk\u00e9, pak japonsk\u00e9, a te\u010f korej\u0161t\u00ed v\u00fdrobci sestavili GM nebezpe\u010dnou sout\u011b\u017ee i na jej\u00edm vlastn\u00edm trhu.\n <\/p>\n<p>\nZa\u010d\u00e1te\u010dn\u00edci mohou zlep\u0161ovat a zav\u00e1d\u011bt nov\u00e9 produkty, kter\u00e9 se uk\u00e1\u017ee b\u00fdt v\u00edce atraktivn\u00ed, nebo jen srozumiteln\u011bj\u0161\u00ed pro spot\u0159ebitele. Tak se stalo, \u017ee v\u00edce m\u011bkk\u00fdmi a jednoduch\u00fdmi v\u00edny z Nov\u00e9ho Sv\u011bta, tup\u00fd \u0432\u044b\u0440\u0430\u0436\u0430\u044e\u0449\u0438\u043c\u0438 charakter odr\u016fdy hrozn\u016f, a ne \u0442\u0435\u0440\u0440\u0443\u0430\u0440\u043d\u043e\u0441\u0442\u044c jednoho z 60 \u0430\u043f\u0435\u043b\u043b\u0430\u0441\u044c\u043e\u043d\u043e\u0432 Bordeaux. Zm\u011bny ve spot\u0159ebitelsk\u00fdch vkusu tak\u00e9 mohou \u043f\u043e\u0434\u043a\u043e\u0441\u0438\u0442\u044c zd\u00e1nlivou \u043d\u0435\u0437\u044b\u0431\u043b\u0435\u043c\u043e\u0441\u0442\u044c v\u016fdc\u016f.\n <\/p>\n<p>\nPro Bordeaux se tak \u0442\u0435\u043a\u0442\u043e\u043d\u0438\u0447\u0435\u0441\u043a\u0438\u043c smyku, stal v\u00e1\u017en\u00fd pokles spot\u0159eby v\u00edna ve Francii za posledn\u00ed desetilet\u00ed. Kritici poukazuj\u00ed na sklon \u0431\u043e\u0440\u0434\u043e\u0441\u0446\u0435\u0432 zav\u0159\u00edt sami na sebe a ne sly\u0161et kritiku zven\u010d\u00ed: sebeuspokojen\u00ed a \u0437\u0430\u043a\u043e\u0441\u0442\u0435\u043d\u0435\u043b\u043e\u0441\u0442\u044c se st\u00e1vaj\u00ed p\u0159ek\u00e1\u017ekami na cest\u011b po\u017eadovan\u00e9 zm\u011bny.\n <\/p>\n<p>  <img decoding=\"async\" src=\"\/wp-content\/uploads\/398d339e8c8dc63217fdd2a1cea99663.gif\" \/><\/p>\n<p>\nNa\u0161t\u011bst\u00ed u Bordeaux je tu i druh\u00e1 strana \u2013 dynamick\u00fd, energick\u00fd a relativn\u011b otev\u0159en\u00e1 nov\u00e9mu. Tento region nen\u00ed tak ciz\u00ed zm\u011bnu, jak si v\u011bt\u0161ina mysl\u00ed, \u017ee za jeho hranicemi. Ale i za p\u0159\u00edtomnosti touhy, nastaven\u00ed pod m\u011bn\u00edc\u00ed se tr\u017en\u00ed reality vy\u017eaduje p\u0159ekon\u00e1n\u00ed struktur\u00e1ln\u00edch bari\u00e9r.\n <\/p>\n<p>\nJako ani moc se sna\u017e\u00ed\u0161, Bordeaux nen\u00ed schopen kontrolovat glob\u00e1ln\u00ed tr\u017en\u00ed s\u00edly a jejich destruktivn\u00ed dopad na region. Mnoho mal\u00fdch v\u00fdrobc\u016f z nejpresti\u017en\u011bj\u0161\u00edch \u0430\u043f\u0435\u043b\u043b\u0430\u0441\u044c\u043e\u043d\u043e\u0432 se mus\u00ed p\u0159izp\u016fsobit nebo zahynout. Tento proces u\u017e prob\u00edh\u00e1.\n<\/p>\n<p>\nMnoz\u00ed v\u016fbec netu\u0161\u00ed objemu produkce v\u00edna v Bordeaux.\n<\/p>\n<p class=\"thesis\">\nP\u0159edstavte si, \u017ee m\u00edstn\u00ed pr\u016fm\u011brn\u00e1 ro\u010dn\u00ed v\u00fdroba v 5,5 milionu hektolitr\u016f (nepo\u010d\u00edtaje velmi huben\u00e9 sklizn\u011b 2013) \u2013 to je skoro polovina objemu vznikaj\u00edc\u00edho, \u0159ekn\u011bme, cel\u00e9 Chile a Austr\u00e1li\u00ed.\n<\/p>\n<p>\nA p\u0159esto, tento obrovsk\u00fd region s neuv\u011b\u0159itelnou histori\u00ed, trv\u00e1 m\u00e9n\u011b ne\u017e 1% americk\u00e9ho trhu. Nav\u00edc, jeho pod\u00edl kles\u00e1: spot\u0159eba v USA roste, a dod\u00e1vky z Bordeaux z\u016fst\u00e1vaj\u00ed na stejn\u00e9 \u00farovni. Pro\u010d se to d\u011bje? A jak\u00e1 budoucnost \u010dek\u00e1 Bordeaux, a to zejm\u00e9na na americk\u00e9m trhu?\n <\/p>\n<h3>\n M\u011bn\u00edc\u00ed se krajinu<br \/>\n<\/h3>\n<p>\nBordeaux se pod n\u00e1porem velk\u00e9 zm\u011bny. Prodej v Americe rostly v posledn\u00edch dvou desetilet\u00edch, s t\u00edm, \u017ee tento trh se stal nejv\u011bt\u0161\u00edm na sv\u011bt\u011b. A to je probl\u00e9m nejen v Bordeaux. Francouzsk\u00e9 v\u00edno celkov\u011b se uk\u00e1zalo, pod lisem, a na Bordeaux, a to jak na p\u0159edn\u00ed n\u00e1kupn\u00ed region, p\u0159i\u0161lo solidn\u00ed pod\u00edl negativity. Glob\u00e1ln\u00ed trh s v\u00ednem ud\u011blal blbec, ale Francie nen\u00ed schopna se za n\u00edm dr\u017eet krok. Za posledn\u00ed 10 let francouzsk\u00fd export uk\u00e1zal znateln\u00e9 dynamice.\n <\/p>\n<p>\nNyn\u00ed m\u016f\u017eete vid\u011bt o\u017eiven\u00ed a ur\u010dit\u00fd r\u016fst, ale souvis\u00ed to sp\u00ed\u0161e se zm\u011bnami ve struktu\u0159e v\u00fdvozu a r\u016fstem cen. Absence r\u016fstu ve fyzick\u00e9m vyj\u00e1d\u0159en\u00ed, a p\u0159itom by to nebylo tak d\u011bsiv\u00e9, pokud by se \u0441\u043e\u043a\u0440\u0430\u0449\u0430\u044e\u0449\u0438\u0439\u0441\u044f dom\u00e1c\u00ed popt\u00e1vka. Spot\u0159eba v\u00edna na hlavu (osoby star\u0161\u00ed 15 let), ve Francii se sn\u00ed\u017eil ze 160 litr\u016f na osobu v roce 1965 na m\u00e9n\u011b ne\u017e 57 litr\u016f v roce 2010, podle France Agrimer (struktura ministerstva zem\u011bd\u011blstv\u00ed).\n <\/p>\n<p>\nPod\u00edl pravideln\u011b konzumovat v\u00edno klesla z 51% v roce 1980 na 17% v roce 2010, zat\u00edmco pod\u00edl v\u016fbec nen\u00ed konzument\u016f zdvojn\u00e1sobil: z 19% na 38%.<br \/>\nTrendy na lok\u00e1ln\u00edm \u0440\u044b\u043a\u0435 \u0443\u0441\u0443\u0433\u0443\u0431\u0438\u043b\u0438\u0441\u044c ne\u010dinnost\u00ed Francii na glob\u00e1ln\u00ed, kde konkurence \u043e\u0442\u044a\u0435\u043b\u0438 lv\u00ed pod\u00edl na rostouc\u00edm kol\u00e1\u010d. Francouzsk\u00fd vinn\u00fd export se vzn\u00e1\u0161el ve \u010dtvrti 150 milion\u016f krabic na obdob\u00ed od roku 1998 do roku 2012 (podle F\u00e9d\u00e9ration des Exportateurs de Vins et Spiritueux). Zamysli se: glob\u00e1ln\u00ed prodej v\u00edna za toto obdob\u00ed zdvojn\u00e1sobily \u2013 z p\u0159ibli\u017en\u011b 50 a\u017e 100 milion\u016f hektolitr\u016f (Office International de la Vigne et du Vin).\n <\/p>\n<p class=\"thesis\">\nNe\u010dinnost znamen\u00e1, \u017ee n\u011bkdo jin\u00fd vyt\u00e1hne sklize\u0148. Pokud se vr\u00e1t\u00edme do obdob\u00ed 1980-2000, pak pod\u00edl Francie na sv\u011btov\u00e9m trhu s v\u00ednem byla v pr\u016fm\u011bru o \u010dtvrtinu. B\u011bhem n\u00e1sleduj\u00edc\u00edch 12 let klesl na 14%.\n <\/p>\n<p>\nUkazatele ostatn\u00edch tradi\u010dn\u00edch v\u00fdrobc\u016f star\u00e9 Evropy, jako je It\u00e1lie, \u0160pan\u011blsko, N\u011bmecko a Portugalsko, z\u016fstaly pom\u011brn\u011b stabiln\u00ed z hlediska pod\u00edlu na trhu: dohromady to d\u011bl\u00e1 p\u0159ibli\u017en\u011b polovinu celkov\u00e9ho obratu.\n <\/p>\n<p>\nNejv\u011bt\u0161\u00edmi p\u0159\u00edjemci glob\u00e1ln\u00edch zm\u011bn se staly v\u00fdrobci ji\u017en\u00ed polokoule, zejm\u00e9na Austr\u00e1lie, JI\u017dN\u00cd afrika, Argentina, Chile a Nov\u00fd Z\u00e9land. A tak\u00e9 v USA. Do t\u00e9to skupiny zem\u00ed Nov\u00e9ho Sv\u011bta nyn\u00ed tvo\u0159\u00ed t\u00e9m\u011b\u0159 25% sv\u011btov\u00e9ho trhu, \u2013 slu\u0161n\u00fd r\u016fst na \u00farovni 15% do 1996-2000 a p\u016fsobiv\u00fd \u2013 s 2% od kam men\u0161\u00edch trh\u016f za\u010d\u00e1tku 1980\u0445. Role se zm\u011bnil, a Francie \u2013 mezi smola\u0159i.\n <\/p>\n<p>\n Mezit\u00edm se USA staly nejv\u011bt\u0161\u00edm spot\u0159ebitelem na sv\u011bt\u011b, s celkov\u00fdm objemem 360 milion\u016f z\u00e1suvky (12 booth., = 9 litr\u016f) v roce 2012, z nich\u017e 123 milionu \u2013 tj. \u00factyhodn\u00e9 34% \u2013 p\u0159ipad\u00e1 na dovoz (odhaduje California Board of Equalization)\n <\/p>\n<p>\nZa obdob\u00ed 2000-2012 gg spot\u0159eba v\u00edna v USA se zv\u00fd\u0161il t\u00e9m\u011b\u0159 o 50% a podle odhad\u016f mnoha odborn\u00edk\u016f i nad\u00e1le r\u016fst. Podle logiky, na americk\u00fd trh by se st\u00e1t prioritou pro Bordeaux. Ale pak u\u017e se oto\u010dil agresivn\u00ed konkurenti, kte\u0159\u00ed necht\u011bj\u00ed p\u0159ipustit ani sebemen\u0161\u00ed pod\u00edl tohoto r\u016fstu.\n <\/p>\n<h3>\nKde na\u0161li, kde prohr\u00e1l<\/h3>\n<p>\nNen\u00ed pochyb o tom, \u017ee v\u00fdrobci Nov\u00e9ho Sv\u011bta pevn\u011b naklon\u011bn\u00fd na aktivn\u011b rostouc\u00ed sv\u011btov\u00fd trh. Bordeaux bylo v centru tohoto masivn\u00edho p\u0159erozd\u011blov\u00e1n\u00ed, proto\u017ee p\u0159edstavuje nejv\u011bt\u0161\u00ed ze sou\u010d\u00e1st\u00ed francouzsk\u00e9ho v\u00fdvozu v\u00edna kontrolovan\u00e1 podle p\u016fvodu (pod\u00edl na 16% v roce 2012). V pen\u011b\u017en\u00edm vyj\u00e1d\u0159en\u00ed Bordeaux pat\u0159\u00ed 29% celkov\u00e9ho objemu \u2013 druh\u00e9 m\u00edsto po Champagne s jeho 31%, \u2013 ale jen 8% v kvantitativn\u00edm zp\u016fsobem.\n <\/p>\n<p>\nTam je obrovsk\u00fd \u0446\u0435\u043d\u043e\u0432\u044b\u0439 rozd\u00edl mezi elitu Bordeaux a z\u00e1kladnou: 59,5 Eurl za lidsk\u00fd Medoc proti 4,4 Eurlitr za region\u00e1ln\u00ed \u010derven\u00e9 v\u00edno Bordeaux. V\u011bc komplikuje skute\u010dnost, \u017ee hrsti slavn\u00e9 \u0430\u043f\u0435\u043b\u043b\u0430\u0441\u044c\u043e\u043d\u043e\u0432 ve skute\u010dnosti ur\u010duje finan\u010dn\u00ed obraz regionu.\n <\/p>\n<p class=\"thesis\">\nV\u0161ichni o nich v\u00edme: Margaux, Pauillac, Saint-Julien, Saint-Est\u00e8phe a Pomerol. Na n\u011b p\u0159ipad\u00e1 zhruba 10% \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u043e\u0433\u043e v\u00fdvozu v kvantitativn\u00edm zp\u016fsobem, ale v\u0161echny z 50% v hotovosti.\n<\/p>\n<p>\nNav\u00edc, tato \u00fazem\u00ed (5 z 60 \u0430\u043f\u0435\u043b\u043b\u0430\u0441\u044c\u043e\u043d\u043e\u0432 Bordeaux) zab\u00edraj\u00ed pouze 5% plochy pod vinicemi, ale tvo\u0159\u00ed 50% hodnoty pozemku (data La Direction R\u00e9gionale de l &#8218;Alimentation, L&#8216; Agriculture et de la F\u00f4ret d &#8218; Aquitaine). Akr p\u016fdy v \u041f\u043e\u0439\u044f\u043a\u0435 stoj\u00ed v pr\u016fm\u011bru $888000, a vinice jednoduch\u00fd kategorii Bordeaux \u2013 jen $8000 (Wines &amp; Vines, z\u00e1\u0159\u00ed 2013).\n<\/p>\n<p>  <img decoding=\"async\" src=\"\/wp-content\/uploads\/2b5ec25ae7a2bbdcd835d0df770eb2a3.gif\" \/><\/p>\n<p>\nJako ceny na presti\u017en\u00ed vinice p\u0159etrv\u00e1v\u00e1 (a dokonce rostly) v dob\u011b krize v letech 2008-2009 letech Kontrast obrazu p\u0159idal klesaj\u00edc\u00ed ceny pozemk\u016f z\u00e1kladn\u00edch kategori\u00ed. Jak se milovali mluvit n\u011bkte\u0159\u00ed koment\u00e1to\u0159i, &#8222;parn\u00ed vlak zahnali bez vozy&#8220;.\n<\/p>\n<p>\nJin\u00fdmi slovy, elity \u043e\u0431\u0448\u0438\u0440\u043d\u0435\u0439\u0448\u0435\u0433\u043e portfolia \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u043e\u0433\u043e v\u00edna dominuje v n\u011bm finan\u010dn\u011b, ale nen\u00ed v sil\u00e1ch vyt\u00e1hnout za sebou priv\u00e1ty \u0430\u043f\u0435\u043b\u043b\u0430\u0441\u044c\u043e\u043d\u044b, kter\u00e9 tvo\u0159\u00ed v\u00edce ne\u017e polovinu region\u00e1ln\u00edho portfolia.\n<\/p>\n<p>\nV\u00fdrobci z\u00e1kladn\u00edch v\u00edn Bordeaux ji\u017e za\u017eili. N\u00edzk\u00e9 ceny vinic vyj\u00e1d\u0159it pouze skromn\u00fd odhad samotn\u00e9 region\u00e1ln\u00ed kategorii Bordeaux AOP. Mnoho dom\u00e1cnost\u00ed se ji\u017e ocitli na pokraji ziskovosti, a jejich ukazatele se zhor\u0161uj\u00ed. Podle &#8222;Agricultural Census&#8220; v roce 2010, v roce 1998 vina\u0159sk\u00fdch farm\u00e1ch je jich v\u00edce ne\u017e 12.000 dolar\u016f, a v roce 2010 ji\u017e jen 7000 s mal\u00fdm.\n<\/p>\n<p>\nTy mal\u00e9 miz\u00ed v\u016fbec: jejich majitel\u00e9 prost\u011b nem\u016f\u017ee \u017e\u00edt na p\u0159\u00edjem z prodeje sv\u00fdch v\u00edn, vzhledem k tomu, aktu\u00e1ln\u00ed ceny a mal\u00e9 ot\u00e1\u010dky. Jako v\u00fdsledek, zv\u00fd\u0161il velikost st\u0159edn\u00ed-zem\u011bd\u011blstv\u00ed (a\u017e na cca 15 ha) v d\u016fsledku n\u00e1kupu drobn\u00fdch nov\u00fdmi hr\u00e1\u010di.\n<\/p>\n<p>\nV\u011bt\u0161\u00ed velikost inscenace se m\u016f\u017ee st\u00e1t a p\u0159\u00ednos pro region, ale existuj\u00ed i jin\u00e9 probl\u00e9my. Mlad\u0161\u00ed generace d\u00e1v\u00e1 p\u0159ednost pr\u00e1ci v jin\u00fdch odv\u011btv\u00edch, a slibuje v\u00e1\u017en\u00e9 probl\u00e9my, proto\u017ee velk\u00e1 \u010d\u00e1st podnikatel\u016f star\u0161\u00ed 50\u0442\u0438, a u ka\u017ed\u00e9ho druh\u00e9ho \u017e\u00e1dn\u00fd p\u0159ij\u00edma\u010d.\n<\/p>\n<p>\nPodle odhad\u016f francouzsk\u00e9 ministerstvo zem\u011bd\u011blstv\u00ed, budoucnost 30000 110000 ha \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u0445 vinic vypad\u00e1 nejasn\u00e1.<br \/>\nBordeaux musel by se \u00fapln\u011b t\u011bsn\u00fd, nen\u00ed \u0441\u043b\u0443\u0447\u0438\u0441\u044c v\u00fdbu\u0161n\u00e9 popt\u00e1vky ze strany \u010c\u00edny v polovin\u011b 2000\u0445, kter\u00fd se stal pro n\u011bj zahrani\u010dn\u00edm klientem \u010d\u00edslo 1 s objemem n\u00e1kup\u016f asi 6 milion\u016f krabic.\n<\/p>\n<p class=\"thesis\">\nTe\u010f na pod\u00edl Asie p\u0159edstavuje t\u00e9m\u011b\u0159 40% v\u00fdvozu v\u00edn Bordeaux v hodnotov\u00e9m vyj\u00e1d\u0159en\u00ed. To \u0441\u043a\u043e\u043c\u043f\u0435\u043d\u0441\u0438\u0440\u043e\u0432\u0430\u043b\u043e v\u00fdrazn\u00fd pokles popt\u00e1vky ze strany star\u00fdch evropsk\u00fdch spot\u0159ebitel\u016f.\n<\/p>\n<p>\nV USA obsadili \u0161est\u00e9 objemu usd v exportu \u010dl\u00e1nek 2012 (1,9 milionu schr\u00e1nek). V pen\u011bz\u00edch se USA staly \u010dtvrt\u00fd, s \u010d\u00e1stkou 215 milion\u016f Eur, \u010c\u00edna \u2013 druh\u00fd s 338 miliony Eur, po Brit\u00e1nii (data conseil g\u00e9n\u00e9ral Interprofessionnel du Vin de Bordeaux)\n<\/p>\n<p>\nNeuv\u011b\u0159iteln\u00fdm zp\u016fsobem se Francie um\u00edstila na p\u0159ibli\u017en\u011b 50% \u010d\u00ednsk\u00e9ho trhu \u2013 ve srovn\u00e1n\u00ed s 4% spot\u0159eby ve spojen\u00fdch St\u00e1tech. Star\u00fd nadace, kter\u00e1 byla zalo\u017eena francouzsk\u00fdmi vina\u0159i, p\u0159inesl sv\u00e9 ovoce, spolu s \u0161armem, kter\u00fdm jsou obklopeny v Asii francouzsk\u00e9 zbo\u017e\u00ed a Bordeaux zejm\u00e9na. Ale \u010d\u00ednsk\u00fd faktor ji\u017e kompenzovat, a budouc\u00ed trendy p\u0159edv\u00eddat obt\u00ed\u017en\u00e9, a to zejm\u00e9na s ohledem \u043d\u0430\u0447\u0430\u0432\u0448\u0438\u0445\u0441\u044f v \u010c\u00edn\u011b v roce 2013 spory t\u00fdkaj\u00edc\u00ed se diskrimina\u010dn\u00ed obchodn\u00ed politiky ze strany Francie a \u0160pan\u011blska.\n<\/p>\n<h3>\nChyby cenov\u00e9 polohy<\/h3>\n<p>\nI p\u0159es \u00fabytek po\u010dtu po\u010det vina\u0159sk\u00fdch farm\u00e1ch v Bordeaux, region z\u016fst\u00e1v\u00e1 \u0432\u043e\u0442\u0447\u0438\u043d\u043e\u0439 drobn\u00fdch zem\u011bd\u011blc\u016f. Jejich v\u00edna mohou hrd\u011b nosit jm\u00e9no ch\u00e2teau, ale obraz na etiket\u011b \u010dast\u011bji l\u00ed\u010d\u00ed venkovsk\u00fd domek, a ne \u0444\u0435\u043e\u0434\u0430\u043b\u044c\u043d\u044b\u0439 hrad. Jako v\u0161ude, i men\u0161\u00ed vina\u0159i mohou br\u00e1nit zm\u011bn\u011b, nebo prost\u011b nebude m\u00edt prost\u0159edky na modernizaci sklepa a pron\u00e1jem renomovan\u00fdch konzultant\u016f.\n<\/p>\n<p>\nI kdy\u017e by nebyla pravda \u0159\u00edci, \u017ee mal\u00e9 farmy postupn\u011b nen\u00ed \u043e\u0431\u0437\u0430\u0432\u043e\u0434\u044f\u0442\u0441\u044f nov\u00fdmi \u043f\u0440\u0435\u0441\u0441\u0430\u043c\u0438 a \u0447\u0430\u043d\u0430\u043c\u0438. Ve skute\u010dnosti, zm\u011bny byly v\u017edy neodmysliteln\u00e9 prvky Bordeaux. Pokud by tomu tak nebylo, region nebyl schopen p\u0159e\u017e\u00edt po cel\u00e1 stalet\u00ed, a p\u0159esn\u011b by se stal ikonou vina\u0159stv\u00ed.\n<\/p>\n<p>\nJe to pravda, a v tom, \u017ee image Bordeaux je tvo\u0159ena \u0161pi\u010dkou pyramidy m\u00edstn\u00edch v\u00edn. A \u0161irok\u00e1 z\u00e1kladna je v jeho z\u00e1klad\u011b \u2013 ve v\u00e1\u017en\u00e9m nebezpe\u010d\u00ed. Region\u00e1ln\u00ed \u010derven\u00e9 v\u00edno a Bordeaux Sup\u00e9rieur (podle z\u00e1kona, s ni\u017e\u0161\u00ed v\u00fdnosy a v\u011bt\u0161\u00ed expozice) tvo\u0159\u00ed j\u00e1dro regionu: polovinu celkov\u00e9 produkce. A to je docela v\u00fdznamn\u00e9 mno\u017estv\u00ed \u2013 v pr\u016fm\u011bru 27 milion\u016f hektolitr\u016f (30 milion\u016f 9-litrov\u00e9 bedny) za posledn\u00edch \u0432\u0438\u043d\u0442\u0430\u0436\u0438.\n<\/p>\n<p>\nExistuje mnoho p\u0159\u00edklad\u016f dob\u0159e proveden\u00e9 region\u00e1ln\u00edch \u010derven\u00fdch v\u00edn a such\u00fdch b\u00edl\u00fdch \u2013 ve stylu, kter\u00fd m\u016f\u017ee sestavit konkurenci Nov\u00e9mu Sv\u011btlu, p\u0159i ni\u017e\u0161\u00ed hodnot\u011b. Ale v\u011bt\u0161ina lid\u00ed se, podle kritik\u016f, chyb\u00ed \u0444\u0440\u0443\u043a\u0442\u043e\u0432\u043e\u0441\u0442\u0438 a hustotu, aby se podb\u00edzet vkusu modern\u00ed milovn\u00edky v\u00edna.\n<\/p>\n<p class=\"thesis\">\n\u017d\u00e1dn\u00e9 z\u00e1hady v tom, pro\u010d Bordeaux ztr\u00e1c\u00ed nebo nem\u016f\u017ee zv\u00fd\u0161it sv\u016fj pod\u00edl na kl\u00ed\u010dov\u00fdch zahrani\u010dn\u00edch trz\u00edch. Jedin\u00fd nev\u00fdznamn\u00fd n\u00e1r\u016fst v \u043e\u0442\u0433\u0440\u0443\u0437\u043a\u0430\u0445 p\u0159inesl v\u00edno, kter\u00e9 se prod\u00e1v\u00e1 v Americe pod 15$ na maloobchodn\u00ed, nebo ur\u010dit\u011b za m\u00e9n\u011b ne\u017e 20$. S p\u0159ibli\u017en\u011b 80% \u2013 to je v\u00edno levn\u011bj\u0161\u00ed o 12$.\n<\/p>\n<p>\nZam\u011b\u0159uj\u00ed marketingov\u00e9 \u00fasil\u00ed v USA na v\u00ednech s maloobchodn\u00ed cenou do 55$, jak to ud\u011blal CIVB (Vinn\u00fd Tip Bordeaux), nelze o\u010dek\u00e1vat v\u00fdrazn\u00fd n\u00e1r\u016fst prodeje. Tato strategie, je z\u0159ejm\u00e9, diktovan\u00fdch pot\u0159ebami v\u00fdrobc\u016f, nikoliv preferenc\u00ed spot\u0159ebitel\u016f. Trh je jednozna\u010dn\u011b prok\u00e1zal, \u017ee nejv\u00edce v\u00fdznamn\u00fd faktor pro americk\u00e9ho spot\u0159ebitele, kter\u00fd ur\u010duje jeho rozhodnut\u00ed o n\u00e1kupu, je pom\u011br cena-kvalita. A pr\u00e1v\u011b to je achillovou patou Bordeaux.\n<\/p>\n<p>\nAnkety 2011 uk\u00e1zala, \u017ee ameri\u010dt\u00ed spot\u0159ebitel\u00e9 jsou lep\u0161\u00ed m\u00edn\u011bn\u00ed o \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u0445 v\u00ednech z hlediska p\u0159im\u011b\u0159enosti jejich ceny. Pouze 4% ocenili kvalitu za takov\u00e9 pen\u00edze jako &#8222;vynikaj\u00edc\u00ed&#8220; a 17% jako &#8222;dobrou&#8220; (z 21% pevn\u011b pozitivn\u00edch hodnocen\u00ed), zat\u00edmco 32% zjistil, \u017ee je &#8222;p\u0159ijateln\u00e9&#8220;, a 12% \u2013 &#8222;slab\u00fd&#8220;. Pro srovn\u00e1n\u00ed, \u00dadol\u00ed Rh\u00f4ny 51% respondent\u016f hodnot\u00ed &#8222;v\u00fdborn\u00fd&#8220; a &#8222;dobr\u00fd&#8220;.\n<\/p>\n<p>\nTrendy obou region\u016f na americk\u00e9m trhu op\u011bt ukazuj\u00ed vztah mezi vn\u00edmanou hodnotou a sklizn\u011b. Bordeauxsk\u00e1 export do USA nad\u00e1le n\u00e1sledovat odvol\u00e1n\u00ed konkr\u00e9tn\u00edch \u0432\u0438\u043d\u0442\u0430\u0436\u0435\u0439. Vrcholy dod\u00e1vek padl na dobr\u00fd rok: 1990, 1995, 2000, 2005 a 2009. A v letech mezi nimi, v\u00fdvoz klesl. Ale rekord z roku 1985 2,8 milionu schr\u00e1nek je\u0161t\u011b porazit.\n<\/p>\n<p>\nRh\u00f4ne \u2013 na druh\u00e9 stran\u011b \u2013 men\u0161\u00ed, ale mnohem \u0434\u0438\u043d\u0430\u043c\u0438\u0447\u043d\u0435\u0439. Export tohoto regionu do USA v roce 1985 byl na \u00farovni 358000 z\u00e1suvky, a rostl a\u017e na 1,5 milionu v roce 2012. USA jsou dnes druh\u00fd exportn\u00ed trh pro \u00dadol\u00ed Rh\u00f4ny po velk\u00e9 Brit\u00e1nii a prvn\u00ed tr\u017eby v Eur.\n<\/p>\n<p class=\"thesis\">\nZam\u011b\u0159en\u00ed na spot\u0159ebitele nikdy nebyl silnou str\u00e1nkou francouzsk\u00e9ho v\u00edna, jejich\u017e uv\u00e1d\u011bn\u00ed na trh je v\u017edy spol\u00e9hal na tradici a \u0442\u0435\u0440\u0440\u0443\u0430\u0440\u044b.\n<\/p>\n<p>\nMarketingov\u00fd \u0159editel Frederick Wildman &amp; Sons, dov\u00e1\u017eej\u00edc\u00ed v\u00edna od Compagnie M\u00e9docaine (velk\u00e9 \u0432\u0438\u043d\u043e\u0442\u043e\u0440\u0433\u043e\u0432\u043e\u0439 spole\u010dnosti Bordeaux) konstatuje, \u017ee &#8222;Bordeaux je velmi z\u00e1visl\u00e1 na p\u0159edn\u00ed pozice a pov\u011bst \u0432\u0438\u043d\u0442\u0430\u0436\u0435\u0439&#8220;.\n<\/p>\n<p>\nN\u00e1zev z\u00e1mku na etiket\u011b dlouho hr\u00e1la vedouc\u00ed roli v marketingu v\u00edn v Bordeaux, ale to je p\u0159ek\u00e1\u017ekou pro vytvo\u0159en\u00ed velk\u00fdch zna\u010dek. Ka\u017ed\u00fd jednotliv\u00fd zem\u011bd\u011blstv\u00ed vyd\u00e1v\u00e1 omezen\u00e9 mno\u017estv\u00ed v\u00edna: 20-40 tis\u00edc schr\u00e1nek v pr\u016fm\u011bru, s n\u011bkter\u00fdmi v\u00fdjimkami. A do t\u00e9 doby, dokud Bordeaux bude spol\u00e9hat na um\u00edst\u011bn\u00ed &#8222;\u0440\u043e\u0437\u043b\u0438\u0442\u043e v z\u00e1mku&#8220;, jen st\u011b\u017e\u00ed poda\u0159\u00ed vytvo\u0159it nejv\u011bt\u0161\u00ed zna\u010dky, \u043f\u043e\u0441\u0442\u0430\u0432\u043b\u044f\u044e\u0449\u0438\u0439 do 4-5 milion\u016f krabic na americk\u00fd trh.\n<\/p>\n<p class=\"thesis\">\nS 7000 dom\u00e1cnost\u00ed, 300 \u043d\u0435\u0433\u043e\u0446\u0438\u0430\u043d\u0442\u0430\u043c\u0438 a 39 \u043a\u043e\u043e\u043f\u0435\u0440\u0430\u0442\u0438\u0432\u0430\u043c\u0438 produkty regionu Bordeaux je velmi rozt\u0159\u00ed\u0161t\u011bn\u00e1, \u017ee neumo\u017e\u0148uje vytvo\u0159it konzistentn\u00ed a holistick\u00fd marketing.\n<\/p>\n<p>\n V\u00edna Bordeaux v\u00fdrazn\u011b rozdroben\u00e9. Horn\u00ed \u0159ada utajovan\u00fdch farmy a \u043f\u0440\u0438\u0440\u0430\u0432\u043d\u0438\u0432\u0430\u0435\u043c\u044b\u0445 k nim \u0161pi\u010dkov\u00fdch v\u00edn tvo\u0159\u00ed zhruba 5% celkov\u00e9 produkce. To blue chips, \u0442\u043e\u0440\u0433\u0443\u044e\u0449\u0438\u0435\u0441\u044f na kontrolovan\u00e9 trhu a \u043f\u0440\u043e\u0434\u0430\u044e\u0449\u0438\u0435\u0441\u044f t\u00e9m\u011b\u0159 v\u017edy na ne-exkluzivn\u00ed podm\u00ednky. Syst\u00e9m \u0430\u043b\u043b\u043e\u043a\u0430\u0446\u0438\u0439 a privilegovan\u00e9ho partnerstv\u00ed ur\u010duj\u00ed dodavatel\u00e9 a dovozci, kte\u0159\u00ed maj\u00ed p\u0159\u00edstup k t\u00e9to elit\u00e1\u0159sk\u00e9 skupiny a jejich kv\u00f3ty.\n <\/p>\n<p>\nProdeje t\u011bchto luxusn\u00edch \u0440\u043e\u0437\u043b\u0438\u0432\u043e\u0432, je pravd\u011bpodobn\u00e9, \u017ee i nad\u00e1le temperamentn\u00ed z\u00e1vod, poh\u00e1n\u011bn\u00e1 odhady \u0432\u0438\u043d\u0442\u0430\u0436\u0435\u0439 a vlastn\u00edm t\u00edmto cen.\n<\/p>\n<p>\nP\u0159\u00edstup k t\u00e9to \u00farovni v\u00fdrobc\u016f pro v\u011bt\u0161inu z\u00e1kazn\u00edk\u016f b\u00fdv\u00e1 omezen takzvan\u00fdmi &#8222;druz\u00ed&#8220; a dokonce i &#8222;t\u0159et\u00ed v\u00edny&#8220;. A uprost\u0159ed pyramidy \u2013 tis\u00edce dom\u00e1cnost\u00ed z des\u00edtek \u0430\u043f\u0435\u043b\u043b\u0430\u0441\u044c\u043e\u043d\u043e\u0432. Pro milovn\u00edky v\u00edna, \u0432\u043b\u0435\u043a\u043e\u043c\u044b\u0445 \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u043c aurou &#8222;\u0440\u043e\u0437\u043b\u0438\u0442\u043e v z\u00e1mku&#8220; a ready-made, v hled\u00e1n\u00ed dobr\u00e9 levn\u00e9 v\u00edno, zkusit sv\u00e9 \u0161t\u011bst\u00ed s nezn\u00e1mou lahv\u00ed, tento segment p\u0159edstavuje mo\u017enost kombinovat romantiku vinn\u00e9ho \u044d\u0441\u0442\u0435\u0442\u0441\u0442\u0432\u0430 s p\u0159ijatelnou cenou.\n<\/p>\n<p>\nV roce 2010 sommelier-dovozce Daniel Jones vydal sb\u00edrku takov\u00fdch v\u00edn s cenou do 30$ maloobchodn\u00ed prodej. Podle jeho slov, &#8222;existuje mnoho mal\u00fdch tradi\u010dn\u00edch farm\u00e1ch, kter\u00e9 vyr\u00e1b\u011bj\u00ed dobr\u00e1 v\u00edna, kter\u00e9 se zal\u00edb\u00ed mnoha&#8220;.\n<\/p>\n<p>\nTo se o &#8222;b\u00fd\u010d\u00ed&#8220; je nastaven proti Bordeaux (tj. o\u010dek\u00e1v\u00e1, \u017ee r\u016fst cen), i p\u0159es &#8222;anti-\u044d\u043b\u0438\u0442\u0430\u0440\u043d\u043e\u0435 vztah k regionu, v prost\u0159ed\u00ed mlad\u00fdch sommelier\u016f a spot\u0159ebitele&#8220;. Nicm\u00e9n\u011b z\u00e1meck\u00e9 v\u00edno budou \u0438\u043c\u043f\u043e\u0440\u0442\u0438\u0440\u043e\u0432\u0430\u0442\u044c\u0441\u044f region\u00e1ln\u00edmi spole\u010dnostmi ve velmi mal\u00fdch objemech \u2013 v stovky nebo n\u011bkolik tis\u00edc schr\u00e1nek. Tato v\u00edna jsou nevyhnuteln\u011b trp\u00ed rozt\u0159\u00ed\u0161t\u011bn\u00e1 a velmi omezenou distribuci. Pro obchod \u010di restauraci jsou sp\u00ed\u0161e z kategorie \u00fasp\u011b\u0161n\u00fdch n\u00e1kup\u016f na p\u0159\u00edle\u017eitosti, ne\u017e p\u0159edm\u011bt stabiln\u00ed dod\u00e1vky.\n<\/p>\n<p>\nPro z\u00fa\u010dastn\u011bn\u00e9 v z\u00e1meck\u00e9m zavin\u011bn\u00ed spot\u0159ebitele m\u016f\u017ee b\u00fdt skli\u010duj\u00edc\u00ed \u00fakol naj\u00edt prodejce konkr\u00e9tn\u00ed ch\u00e2teau spr\u00e1vn\u00e9 roku. Vt\u00edpky jejich distribuce jasn\u011b projevily v p\u0159\u00edpad\u011b Chateau Mayne-Guyon 2011 (Blaye Cotes de Bordeaux), kter\u00fd byl opakovan\u011b zvolen \u010dasopisem Wine Enthusiast mezi jeho &#8222;top 100&#8220;. Toto v\u00edno bylo mo\u017en\u00e9 naj\u00edt p\u0159es zn\u00e1m\u00fd port\u00e1l wine-searcher.com poskytovatel Trader Joe, ale uk\u00e1zalo se, \u017ee u\u017e ani u koho. Zjistit, v jak\u00e9m z jeho obchod\u016f jsou k dispozici l\u00e1hev tohoto v\u00edna, a kolik \u2013 pr\u00e1ce, na kter\u00fd bude souhlasit, ne ka\u017ed\u00fd milovn\u00edk v\u00edna p\u0159i obrovsk\u00e9m mno\u017estv\u00ed dostupn\u00fdch alternativ.\n<\/p>\n<h2>Ro\u010dn\u00edk v\u00edna ve Francii<\/h2>\n<p>\nNa sam\u00e9m dn\u011b pyramidy v\u00edn Bordeaux \u2013 neuv\u011b\u0159iteln\u00e9 mno\u017estv\u00ed z\u00e1kladn\u00edho v\u00edna, kter\u00e9 je po cel\u00e9 spravedlnost mus\u00ed slou\u017eit jako z\u00e1klad pro budov\u00e1n\u00ed zna\u010dky a vytv\u00e1\u0159en\u00ed &#8222;archivn\u00edch v\u00edn&#8220; (<strong>vins de marquee<\/strong>). V tomto doln\u00edm cenov\u00e9m segmentu romantick\u00e9 obrazy \u0442\u0435\u0440\u0440\u0443\u0430\u0440\u043e\u0432, \u0432\u0438\u043d\u0442\u0430\u0436\u0438 a hodnocen\u00ed nehraj\u00ed zvl\u00e1\u0161tn\u00ed roli. Pro \u00fasp\u011b\u0161nou aplikaci t\u00e9to hmoty v\u00edn opr\u00e1vn\u011bnou bude strategie se zam\u011b\u0159\u00edme na region\u00e1ln\u00ed v\u00edna, shrom\u00e1\u017ed\u011bn\u00e9 v cel\u00e9m regionu a \u043a\u0443\u043f\u0430\u0436\u0438\u0440\u0443\u0435\u043c\u044b\u0445 \u043d\u0435\u0433\u043e\u0446\u0438\u0430\u043d\u0442\u043e\u043c pro dosa\u017een\u00ed st\u00e1losti stylu a kvality podporov\u00e1n zna\u010dky.\n<\/p>\n<p>\nV \u00dadol\u00ed Rh\u00f4ny a v Burgundsku, stejn\u011b jako v Bordeaux, mnoho soukrom\u00fdch vlastn\u00edk\u016f p\u016fdy \u2013 asi 5000 a 4300, respektive (podle Inter-Rhone a BIVB). Ale i p\u0159es to, \u0159ady v\u00edn, \u0440\u0430\u0437\u043b\u0438\u0442\u044b\u0445 v \u0434\u043e\u043c\u044d\u043d\u0430\u0445 (analogy \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u0445 z\u00e1mku) vyv\u00e1\u017een\u00e9 \u043a\u0443\u043f\u0430\u0436\u0430\u043c\u0438 uzn\u00e1van\u00fdch zna\u010dek.<\/p>\n<p> Jako \u0440\u043e\u043d\u0441\u043a\u0438\u0435:<\/p>\n<ul class=\"thesis\" style=\"line-height:18px;\">\n<li>\u0428\u0430\u043f\u0443\u0442\u044c\u0435 (Chapoutier)<\/li>\n<li>\u0413\u0438\u0433\u0430\u043b\u044c (Guigal)<\/li>\n<li>\u0416\u0430\u0431\u0443\u043b\u0435 (Jaboulet)<\/li>\n<li>Delas (Delas)<\/li>\n<\/ul>\n<p> Nebo \u0431\u0443\u0440\u0433\u0443\u043d\u0434\u0441\u043a\u0438\u0435:<\/p>\n<ul class=\"thesis\" style=\"line-height:18px;\">\n<li>Louis \u0416\u0430\u0434\u043e (Louis Jadot)<\/li>\n<li>Joseph \u0414\u0440\u0443\u044d\u043d (Joseph Drouhin)<\/li>\n<li>Louis \u041b\u0430\u0442\u0443\u0440 (Louis Latour)<\/li>\n<\/ul>\n<p>\nNab\u00eddka Bordeaux v Americe, naopak, jsou t\u00e9m\u011b\u0159 bez &#8222;v\u00fdb\u011brov\u00e9ho&#8220; segmentu. Z mnoha zna\u010dek Bordeaux, propagovat r\u016fzn\u00fdmi obchodn\u00edmi spole\u010dnostmi, pouze Mouton-Cadet pronikl mra\u010dny slune\u010dn\u00ed a zaveden\u00fd v americk\u00e9m maloobchodu s v\u00ednem v pr\u016fm\u011bru 8$booth. Podle prohl\u00e1\u0161en\u00ed jejich agent, Constellation Brands, \u041c\u0443\u0442\u043e\u043d Cade \u2013 nejv\u011bt\u0161\u00ed z\u00e1stupce bordeaux v USA podle objemu prodeje, s celosv\u011btov\u00fdmi prodeje (podle nepotvrzen\u00fdch \u00fadaj\u016f) za milion schr\u00e1nek. Ostatn\u00ed se sna\u017eili, ale nepoda\u0159ilo. Nebo se dokonce pokusil.\n<\/p>\n<p>\nP\u0159ek\u00e1\u017eky se zdaj\u00ed b\u00fdt nep\u0159ekonateln\u00e9 s ohledem na sklon \u0431\u043e\u0440\u0434\u043e\u0441\u0446\u0435\u0432 prod\u00e1vat my\u0161lenku &#8222;chateau&#8220; a v\u011bt\u0161\u00edch n\u00e1klad\u016f na propagaci zna\u010dky. \u010c\u00e1st poskytovatel\u016f uv\u00e1d\u00ed, \u017ee dal\u0161\u00edm probl\u00e9mem bude z\u00edskat dostatek \u0432\u0438\u043d\u043e\u043c\u0430\u0442\u0435\u0440\u0438\u0430\u043b\u0430 na \u043a\u043e\u043e\u043f\u0435\u0440\u0430\u0442\u0438\u0432\u0430\u043c a soukrom\u00fdm \u0432\u0438\u043d\u043e\u0433\u0440\u0430\u0434\u0430\u0440\u044f\u043c pro vytvo\u0159en\u00ed \u043a\u0443\u043f\u0430\u0436\u0430 ve velk\u00e9m rozsahu. Ale na druhou stranu, opravdu produkovat region\u00e1ln\u00ed \u043a\u0443\u043f\u0430\u0436 Bordeaux podle definice obt\u00ed\u017en\u011bj\u0161\u00ed, ne\u017e ve stejn\u00e9m C\u00f4te du Rh\u00f4ne?\n<\/p>\n<p>\nNa obli\u010dej jednoduch\u00e9 neochota \u0432\u0438\u043d\u043e\u0442\u043e\u0440\u0433\u043e\u0432\u0446\u0435\u0432 Bordeaux vystavovat sv\u00e9 nezna\u010dkov\u00e9 produkty na americk\u00e9 police. V samotn\u00e9 Francii jako v\u00edno \u2013 vins de marquee \u2013 jsou prod\u00e1v\u00e1ny v hojnosti, ale t\u00e9m\u011b\u0159 \u017e\u00e1dn\u00e1 z nich nen\u00ed k dispozici v Americe.\n<\/p>\n<p>\nCastel \u2013 impozantn\u00ed velikosti alkoholu spole\u010dnost s obratem v 630 milion\u016f lahv\u00ed v roce 2012 (podle novin Le Monde, 2013). Je to seri\u00f3zn\u00ed hr\u00e1\u010d na francouzsk\u00e9m trhu, spolu s Malesan, vedouc\u00ed v supermarketech, a n\u011bkter\u00fdmi dal\u0161\u00edmi soukrom\u00fdmi zna\u010dkami, jako jsou Batiste de Vignac a Blaissac. Jejich \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u0435 zna\u010dky v USA nejsou zastoupeny.\n<\/p>\n<p>\nV \u0159\u00edjnu 2013 Castel byla uzn\u00e1na jako nejobl\u00edben\u011bj\u0161\u00ed alkoholick\u00fd zna\u010dka (v\u00edno a jin\u00e9 n\u00e1poje) v \u010c\u00edn\u011b. Ostatn\u00ed dodavatel\u00e9, mezi nimi\u017e Kressmann, Dourthe, Ginestet a Yvon Mau, kter\u00e9 prod\u00e1vaj\u00ed &#8222;kvalitn\u00ed&#8220; \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u043c\u0438 v\u00edna, nen\u00ed doru\u010dit je do USA. Zna\u010dka Cordier, zn\u00e1m\u00fd kdysi americk\u00fdm z\u00e1kazn\u00edk\u016fm, neprod\u00e1v\u00e1 se zde ani jednu ze sv\u00fdch zna\u010dek (nap\u0159\u00edklad, jako je Collection Priv\u00e9e). V\u0161echny tyto zna\u010dky nab\u00edzej\u00ed jen bezejmenn\u00fd \u010derven\u00e9 v\u00edno, such\u00e9 b\u00edl\u00e9 v\u00edno a r\u016f\u017eov\u00e9.\n<\/p>\n<p>\nS p\u00e1r pozic je zde p\u0159\u00edtomen zna\u010dka &#8222;Michel Lynch&#8220;, kterou vytvo\u0159il Jean-Michel \u041a\u0430\u0437\u043e\u043c (Jean-Michel Cazes), zn\u00e1m\u00fdm z Chateau Lynch \u0411\u0430\u0436 (Ch\u00e2teau Lynch-Bages), s v\u00edny R\u00e9serve Graves (b\u00edl\u00e9) a M\u00e9doc. O n\u011bco z\u0159eteln\u011bj\u0161\u00ed prav\u00edtko R\u00e9serve Sp\u00e9ciale od Domaines Baron de Rothschild (Lafite), kter\u00fd zahrnuje Medoc a Pauillac krom\u011b jejich standardn\u00ed b\u00edl\u00e9 a \u010derven\u00e9 v\u00edno. Je to chyba v modern\u00edm stylu, ale p\u0159esto impregnaci region\u00e1ln\u00ed identitu.\n<\/p>\n<p>\nV samotn\u00fdch St\u00e1tech obchodn\u00ed spole\u010denstv\u00ed, zd\u00e1 se, p\u0159\u00edli\u0161 dlouho jsme se v\u011b\u0159ilo v rozum v\u00fdb\u011brov\u00e9ho polohy Bordeaux. V roce 2008 vyd\u00e1n\u00ed Wine Business International \u0446\u0438\u0442\u0438\u0440\u043e\u0432\u0430\u043b\u043e B\u00edl\u00e1 \u0414\u043e\u0439\u0447\u0430 z W J Deutsch &amp; Co., \u0432\u044b\u0432\u0435\u0434\u0448\u0435\u0433\u043e zna\u010dky Yellow Tail v top americk\u00e9ho dovozu a ud\u011blat Georges Duboeuf nejv\u00edce uzn\u00e1van\u00e9 francouzsk\u00fdm \u043b\u044d\u0439\u0431\u043b\u043e\u043c. Zde jsou jeho slova:\n<\/p>\n<p class=\"thesis\">\n&#8222;U v\u00fdb\u011brov\u00e9ho Bordeaux nem\u00e1 budoucnost&#8230; to je Nemo\u017en\u00e9 prodat 100&#8217;000 schr\u00e1nek ve Spojen\u00fdch St\u00e1tech, z jednoho prost\u00e9ho d\u016fvodu: v Bordeaux se ned\u011blaj\u00ed takov\u00e9 v\u00edno, kter\u00e9 bude cht\u00edt p\u00edt velk\u00e9 mno\u017estv\u00ed lid\u00ed. \u0411\u043e\u0440\u0434\u043e\u0441\u043a\u043e\u0435 v\u00edno p\u0159\u00edli\u0161 kysel\u00e9, p\u0159\u00edli\u0161 \u0442\u0430\u043d\u0438\u043d\u043d\u043e\u0435, p\u0159\u00edli\u0161 tekut\u00e9 pro v\u011bt\u0161inu spot\u0159ebitel\u016f&#8220;\n<\/p>\n<p>\nAle i kdy\u017e je tato definice st\u00e1le plat\u00ed pro v\u011bt\u0161inu b\u011b\u017en\u00fdch \u043a\u043b\u0430\u0440\u0435\u0442\u043e\u0432 (\u010derven\u00fdch v\u00edn v Bordeaux), existuje pom\u011brn\u011b m\u00e1lo dal\u0161\u00edch \u2013 v\u00edce m\u011bkk\u00e9 a \u043f\u043e\u043b\u043d\u043e\u0442\u0435\u043b\u044b\u0445, mnohem bl\u00ed\u017ee ke vkusu ameri\u010dan\u016f, ne\u017e v\u00edna z minulosti. \u010cerven\u00e1 v\u00edna Bordeaux pro\u0161el v\u00fdznamnou evoluci sm\u011brem k v\u00edce alkoholick\u00fdch v\u00edn s vysp\u011blej\u0161\u00ed ovocem a t\u0159\u00edslovinou. Tyto z\u00e1lohy je do zna\u010dn\u00e9 m\u00edry v\u00e1z\u00e1ny klimatick\u00e9 zm\u011bny, lep\u0161\u00edmu pochopen\u00ed \u043f\u043e\u043b\u0438\u0444\u0435\u043d\u043e\u043b\u044c\u043d\u043e\u0439 splatnosti a d\u016fkladn\u011bj\u0161\u00ed \u043e\u0442\u0441\u043e\u0440\u0442\u0438\u0440\u043e\u0432\u043a\u0435 nezral\u00e9 zelen\u00e9 a \u043f\u043e\u0434\u0433\u043d\u0438\u0432\u0448\u0438\u0445 bobul\u00ed.\n<\/p>\n<p>\nMinul\u00e9 studen\u00e9 \u0444\u0435\u0440\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u044e such\u00e9 b\u00edl\u00e9 v\u00edno, p\u0159ev\u00e1\u017en\u011b na b\u00e1zi odr\u016fd Sauvignon Blanc a \u0421\u0435\u043c\u0438\u0439\u043e\u043d, stabiln\u011b vykazuj\u00ed \u010dist\u00fd, sv\u011btl\u00fd, ovocn\u00fd charakter. P\u0159\u00edroda a technologie pom\u00e1haj\u00ed Bordeaux na v\u0161ech \u00farovn\u00edch p\u0159i v\u00fdrob\u011b v\u00edna.\n<\/p>\n<p>\nZm\u011bny v\u00edno pr\u00e1vn\u00ed p\u0159edpisy Eu 2008\u00009 gg dovoleno uv\u00e1d\u011bt odr\u016fdy na etiket\u00e1ch v\u00edn, \u0159\u00edzen\u00e9 podle p\u016fvodu. To m\u016f\u017ee podpo\u0159it pokus o v\u00fdstup zna\u010dkov\u00fdch produkt\u016f na americk\u00fd trh. \u00dadaj v\u00fdslovn\u011b &#8222;60% merlot, 30% cabernet sauvignon, 10% cabernet franc&#8220; vedle n\u00e1zvu v\u00edna a \u0430\u043f\u0435\u043b\u043b\u0430\u0441\u044c\u043e\u043d\u043e\u043c m\u016f\u017ee v\u00fdrazn\u011b p\u0159isp\u011bt prodeje.\n<\/p>\n<p>\nV roce 2013 \u041c\u0443\u0442\u043e\u043d-Cade vydala Bordeaux AOP s jasn\u00fdm n\u00e1pisem &#8222;Sauvignon blanc&#8220; na \u0161k\u00e1le pod hlavn\u00ed zna\u010dkou. V\u00edno Sirius od Maison Sichel nyn\u00ed nesou n\u00e1zvy odr\u016fd velk\u00fdmi p\u00edsmeny pod n\u00e1pisem &#8222;Bordeaux&#8220;\n<\/p>\n<p class=\"thesis\">\nOdr\u016fdov\u00e1 p\u0159\u00edslu\u0161nost \u2013 jedin\u00fd jasn\u00fd sign\u00e1l pro americk\u00e9ho spot\u0159ebitele. Francouzsk\u00e9 \u0430\u043f\u0435\u043b\u043b\u0430\u0441\u044c\u043e\u043d\u044b pro n\u011bj n\u011bkdy \u2013 \u043d\u0435\u043f\u0440\u043e\u0438\u0437\u043d\u043e\u0441\u0438\u043c\u0430\u044f abrakadabra.\n<\/p>\n<p>\nV\u00fdvoj chut\u00ed \u2013 druh\u00fd v\u00fdznamn\u00fd faktor.\n<\/p>\n<p>\nAmerick\u00fd spot\u0159ebitel vykazuje n\u00e1chylnost k nov\u00fdm sv\u011btl\u00fdm \u043c\u0430\u0440\u043e\u0447\u043d\u044b\u043c v\u00edna. \u0160t\u00edtky, kter\u00e9 jsou dnes v trendu, mohou zd\u00e1t kontroverzn\u00ed, a dokonce i riskantn\u00ed. Zejm\u00e9na p\u0159esv\u011bd\u010div\u00fd \u00fasp\u011bch such\u00e9 \u010derven\u00e9 \u0431\u043b\u0435\u043d\u0434\u043e\u0432, se dos\u00e1hlo v roce 2013 n\u00e1r\u016fst t\u00e9m\u011b\u0159 15%, a \u0434\u043e\u0433\u043d\u0430\u0432\u0448\u0438\u0445 Moscato! (zdroj: Nielsen, 52 weeks ending 11\/9\/13). Stejn\u011b jako slune\u010dn\u00ed clony \u2013 to je ji\u017e \u00fazem\u00ed kl\u00ed\u010dov\u00e9 specializace Bordeaux.\n<\/p>\n<p>\n Martin \u0421\u0438\u043d\u044c\u043a\u043e\u0432 z Frederick Wildman &amp; Sons si jist\u00fd, \u017ee &#8222;pro inovativn\u00ed \u0431\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u0445 zna\u010dek s netrivi\u00e1ln\u00ed balen\u00ed se zde otev\u00edraj\u00ed velk\u00e9 mo\u017enosti&#8220;. Jeden takov\u00fd projekt sommelier Richard \u0411\u0435\u0442\u0441\u0430 z Saint Glinglin pouk\u00e1zat obr\u00e1zky s l\u00e9taj\u00edc\u00ed prasata. Jeho set ze t\u0159\u00ed v\u00edn s jasn\u00fdm autorsk\u00fdm p\u0159\u00edstupem zahrnuje Bordeaux \u0421\u043e\u0432\u0438\u043d\u044c\u043e\u044c\u043d, cotes de Bordeaux a Saint-Emilion asi na 35 dolar\u016f v maloobchodn\u00ed prodej. Betts \u043e\u043c\u0435\u0447\u0430\u0435\u0442, \u017ee &#8222;v Bordeaux, v\u017edy existoval \u043d\u0435\u0433\u043b\u0430\u0441\u043d\u0430\u044f nap\u011bt\u00ed mezi \u0442\u0435\u0440\u0440\u0443\u0430\u0440\u043e\u043c a zna\u010dkou&#8220;.<\/p>\n<p>  <img decoding=\"async\" src=\"\/wp-content\/uploads\/b055bf7722b63d5ad17f9268713ccfa8.gif\" \/><\/p>\n<p>\nDovozce zna\u010dky Petit Chapeau \u2013 region\u00e1ln\u00ed b\u00edl\u00fdch a \u010derven\u00fdch v\u00edn \u2013 \u0159\u00edk\u00e1, \u017ee s\u00edla \u2013 &#8222;jako v\u00edno a n\u00edzkou cenu&#8220;.<br \/>\nI kdy\u017e ani jeden, ani druh\u00fd nemaj\u00ed v pl\u00e1nu zat\u00edm roz\u0161i\u0159ovat \u0159ady ro\u010dn\u00edkov\u00fdch v\u00edn, tyto odv\u00e1\u017en\u00e9 p\u0159\u00edklady \u2013 by\u0165 velmi skromn\u00e9 mno\u017estv\u00ed, kter\u00e9 ukazuj\u00ed p\u0159\u00edle\u017eitosti pro dodavatele, kte\u0159\u00ed cht\u011bj\u00ed vyv\u00e1\u017eit siln\u011b \u0444\u0440\u0430\u0433\u043c\u0435\u043d\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u044b\u0439 portfolio z\u00e1meck\u00fdch v\u00edn. Ale pokud nastoup\u00ed od tohoto okraje, pak je nutn\u00e9 za\u010d\u00edt s produkty, odpov\u00eddaj\u00edc\u00ed spot\u0159ebitelsk\u00e9 vkusu.\n<\/p>\n<h3>\nTwist od v\u00fdrobce ke spot\u0159ebiteli<\/h3>\n<p>\nEmmanuel \u0420\u0443\u0437\u0435 a Gerard \u0421\u0435\u0433\u044e\u043d ve sv\u00e9 pr\u00e1ci &#8222;Vinn\u00fd trh&#8220; (Le marketing du vin) vytrvale \u0430\u0433\u0438\u0442\u0438\u0440\u0443\u044e\u0442 za nov\u00fd p\u0159\u00edstup k vina\u0159sk\u00e9m pr\u016fmyslu ve Francii. Orientovan\u00fd na v\u00fdrobce model &#8222;jedin\u00e9 v\u00edno pro v\u0161echny&#8220; dnes nen\u00ed p\u0159ijateln\u00e1. M\u00edsto toho v\u00fdrobce to stoj\u00ed za to pt\u00e1t sami sebe: &#8222;jak spot\u0159ebitel\u016fm, jak\u00e9 v\u00edno?&#8220;\n<\/p>\n<p>\nTouto z\u00e1sadou dlouhou dobu byli vyzbrojeni obchodn\u00edci v\u00edn z Nov\u00e9ho Sv\u011bta \u2013 t\u011bch, kter\u00e9 mohli vyhr\u00e1t za \u00fa\u010det Bordeaux.\n<\/p>\n<p>\nGeneral Motors byla nucena p\u0159ehodnotit \u0159adu sv\u00fdch produkt\u016f, aby se to splnit po\u017eadavky spot\u0159ebitel\u016f, t\u00e1hnouc\u00ed se k zahrani\u010dn\u00edm v\u00fdrobc\u016fm. Jde to m\u011bli t\u011b\u017ek\u00e9 a \u0437\u0430\u0442\u0440\u0430\u0442\u043d\u043e\u0435, ale to byla ot\u00e1zka p\u0159e\u017eit\u00ed.\n<\/p>\n<p>\nPokud Bordeaux chce rozjet sv\u016fj objem a pod\u00edl na trhu v regionu bude muset s pozornost\u00ed br\u00e1t spot\u0159ebitel\u016fm na t\u011bchto perspektivn\u00edch trz\u00edch, jako je USA. Pokud ne p\u0159em\u00fd\u0161let o struktur\u00e1ln\u00edch zm\u011bn\u00e1ch, infuze zna\u010dn\u00e9 prost\u0159edky do standardn\u00ed propagace nep\u0159inese odpov\u00eddaj\u00edc\u00ed u\u017eitek.\n<\/p>\n<p>\nA\u0165 u\u017e by byla reakce Bordeaux na novou realitu u sebe v zemi a v zahrani\u010d\u00ed, ka\u017ed\u00e1 strategie, v\u010detn\u011b zachov\u00e1n\u00ed statu quo, je propojen s rizikem a nejistotou. Ale stoj\u00ed za to se zeptat, kter\u00fd z nich je propojen s v\u011bt\u0161\u00ed potenci\u00e1ln\u00ed p\u0159\u00ednos pro legend\u00e1rn\u00ed vina\u0159sk\u00e9 oblasti?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bordeaux je nejslavn\u011bj\u0161\u00ed z francouzsk\u00fdch vina\u0159sk\u00fdch region\u016f, a jeho vliv na sv\u011btov\u00e9 vina\u0159stv\u00ed je obt\u00ed\u017en\u00e9 p\u0159ece\u0148ovat. \u0411\u043e\u0440\u0434\u043e\u0441\u043a\u0438\u0435 v\u00edna aktivn\u011b \u044d\u043a\u0441\u043f\u043e\u0440\u0442\u0438\u0440\u043e\u0432\u0430\u043b\u0438\u0441\u044c ji\u017e na po\u010d\u00e1tku&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1268,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-3025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-informace"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/posts\/3025","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/comments?post=3025"}],"version-history":[{"count":0,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/posts\/3025\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/media\/1268"}],"wp:attachment":[{"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/media?parent=3025"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/categories?post=3025"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/tags?post=3025"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}