1. 葡萄牙酒必将流行中国
访诺波特酒业集团市场总监 Ana Sampaio
文/高炜
“对不起！”
“I’m sorry !”
“迟到了！”
“I’m late!”
“我们开始吧！”
Let’s start!”
从 PROWINE 直接赶来的 Ana Sampaio 显得风风火火，而超快的语速和干练的语句则把笔
者事前准备了半天的英语问候一股脑都卡了回去……
Ana was in Prowine event before and she came directly from there,so she arrived
a little bit rush.Fast speed and concise sentences made my mind empty.
“她看起来跟葡萄酒完全没关系吧？”齐整的齐耳短发、塑身的职业西服、快到跟不上
的步点，Ana Sampaio 更像电影里赶着去下单的华尔街白领。跟身边的同事交换个眼神后，
笔者跟随着她径直走向会议室，没错，是“跟随”，这位葡萄牙诺波特酒业集团的市场总监
身上似乎有种与身俱来的自信，完全把客户的公司当成了自己家，直到走过头，笔者在背后
叫停时才回过身来，微微一笑,转身进了一旁的会议室。
“She looks like no connection with wine business?”neat short hair,stylish
suits and fast walk steps, which made Ana Sampaio more look like smart Wall street’s
woman in the movie. She changed eyesight with her colleague then I followed her to
the meeting room, correct,I “followed”. This Portugual Enoport United Wine’s
marketing director seems have kind of innate confidence,totally treat client’s
company as her own home, went forward until I called her then entered the meeting
room with smile.
Ana 大学里主修的是经济学专业，这大概能在一定程度上解释为什么她看起来更像一位
金融从业者，虽然学的是经济，毕业后她却直接去到了一家广告公司，“其实在葡萄牙，专
业与工作联系并不大。”Ana 这样解释。在就职的一年时间里，她曾服务过像吉列这样的大
品牌，在新品推广以及活动组织上积累下了丰富的经验。然而，在拿到自己的第二个市场营

2. 销方面的学位证书后，Ana 还是选择回归到了葡萄酒行业，说回归，是因为 Ana 的出生地便
在杜罗河谷——这个葡萄牙最为知名的葡萄酒产区，打小起她就跟着父母在自家葡萄园里穿
梭，“玩耍、跟着父母种葡萄采葡萄，可以说我整个的童年和少年生活都是跟葡萄酒联系在
一起的,”Ana 聊起往事时显得颇为怀念，“我爱葡萄酒，所以我回来了”。
Ana’s major is economics, maybe that’s the reason why she looks like work in
the economic industry. After graduating, she went to work for an advertising
company .Ana explained that “In Portugal ,majors don’t related with job .During
1 year worked for the advertising company, And learned a lot she used to work for
lots of big brands such as Gillette and learned lot experience about launch and
promote new goods, advertising events etc. She used to work lots of big brands such
as Gillette. After receiving her second diploma, which is sales and marketing, Ana
decided to back for wine industry. Since Ana was born in Douro area, where is the
most famous area for wine, when she was young she often went to wine yard with parents.
I had great time there with parents, cultivate and pick grapes. My whole childhood
and teenager times were all related with wine. Ana said “I love wine, so I’m back”.
From her eyes we can see lots of good memories in her mind.
如今，身为人母的 Ana 加入诺波特集团已经有十个年头，她告诉笔者，经过这几年的快
速发展，中国已经成为诺波特在全球的第三大市场，位于它之前的只有本土市场葡萄牙和非
洲的安哥拉（曾为葡萄牙殖民地），诺波特进入中国比较早，奠定了一定的市场基础，不过，
现在几乎所有的国际酒业公司都将目光瞄准中国市场，追赶者多了，也激发起诺波特捍卫市
场的警觉性，Ana 这次借到 PROWINE 领取品醇客亚洲金奖之际，打算深入走访一下市场，“这
回我要到上海、澳门、香港还有深圳和广州去看看，”她说，“其实这只是我第二次来中国，
距离上次也已经有 4 年了，我以后应该多往中国跑跑”。的确，作为集团在全球的第三大市
场，Ana 对中国的印象依旧停留在古老、人口、毛泽东这种初级层面上，确实有点说不过去。
Nowadays, Ana is a mother and works for Enoport United Wines for almost 10 years.
She told me with these years´s fast development, China has already been the No.3
biggest market in the world, before that was Portugal and Angola(it was Portuguese
colony in Africa). Enoport entered the China market quite earlier, which established
market basics here. However right now almost all the global wine companies aim at

3. China market and more competitors in this market, which lead Enoport to have a strong
sense of defending market share and grow” So Ana would like to use the opportunity
of receiving Decanter Asia Regional and Gold Award to visit the market. “This time
I would like visit Shanghai, Guangzhou, Shenzhen, Hong Kong, Macao ”Ana said”.
Actually this is the second time for me to come to China. Last time was 4 years ago.
I should often come to China.”Indeed, as No.3 biggest market for the group, it
doesn´t make sense that the impression for Ana is still old, big population, Mao
these kind of basic information.
在 Ana 看来，在诺波特的这十年时间里，最让她感到骄傲的事是在不同国家树立各种品
牌，这就像看着自己的孩子长大成人一样。她以中国市场为例，与建发酒业合作葡金品牌
（MOURA BASTO）是始于 2009 年，其实，即便是现在，葡萄牙的葡萄酒在中国市场也属于小
众，绝大部分中国人对葡萄牙的印象还只有一个 C 罗。当时考虑到这一情况，诺波特与建发
酒业在引进品牌前进行了长时间的沟通和研究，依照国人的喜好来挑选品牌、酒标以及产品
口感，最终定下了“葡金”这个富有葡萄牙元素同时又便于国人记忆的品牌，其盾牌型的
logo 也极有西方特色，12 款产品更是为迎合中国人的口味而选，“甚至可以说，葡金是诺波
特专程为中国消费者打造的品牌。”Ana 这样介绍，“葡金在葡萄牙的销量也非常之好，尤其
是绿酒，但考虑到接受度还比较低，并没有急于将它引入中国，而是要待市场更加成熟，且
品牌扎根更深后再与建发酒业探讨这件事。”
For Ana, during these 10 years what made her feel proud is that different
countries have their own brands. They are her babies. For example, the cooperation
with China is Moura Basto, which started in 2009.Actually even right now in China,
Portuguese wine is still kind of minority wine, the impression of most Chinese is
only Cristiano Ronaldo. Considering about this situation, Enoport and C&D spent long
time to discuss with each other and lots of marketing research before launch this
brand, which is according to Chinese´s taste for the brand logo, label and the flavor.
Finally both decided to choose “Moura Basto” to import. This brand range has 12
kinds of products which suit Chinese`s taste and the logo has Portuguese element
which is also easy for Chinese to remember it. ”I can almost say Moura Basto is
the unique brand for Chinese consumers”Ana said, “Moura Basto also sells very well

4. in Portugal, especially Moura Basto Vinho Verde, still not available in China since
the acceptability is still being considered – so, we are not rush to launch in China
market but we will discuss this when the market got mature and brand culture is more
well known by Chinese consumers.
让 Ana 感到欣慰的是，经过 2009 到 2013 这 5 年不到的时间，葡金在中国市场取得了不
俗的成绩，在厦门这个人口仅 300 万的城市，葡金每年便能售出 30 多万瓶，即便如今年整
个酒水市场不景气，葡金的成绩依然保持坚挺，这充分证明其在国内已有颇为牢固的市场基
础，而之前那些繁琐的研究和挑选也并没有白费。
What made Ana being thankful is that from 2009 to 2013, Moura Basto achieve
remarkable results in less than 5 years. In Xiamen, which population is only 3 million,
it sells 300,000 bottles every year and 1.6 million bottles all over China in 2012,
even in such stagnant market like this year. It fully proofs it deserves time to
do the research and choose the special brand and goods for the strong market basics.
面对经济增长放缓和限制三公消费政策带来的双重压力，今年已有一些国际酒业人士开
始唱衰中国市场，而 Ana 则较为乐观：“中国市场在经历短暂的调整后会快速得到恢复，我
确信这一点，届时整个市场将比现在更加成熟理性，而有品牌力的产品将会拥有更广阔的空
间。”同样，她也看好葡萄牙酒未来在中国的表现，据其为数并算不多的观察体验，中国消
费者对外来新鲜事物的接受度非常高，“葡萄牙是第一个有法定产区概念的国家，它漫长的
海岸线造就了多样的气候，有多达 250 多种葡萄在这里种植生长，酿出的酒品样繁多，典型
的、另类的、热情的、内敛的，各种类型应有尽有，这会吸引到乐于尝鲜的中国消费者。葡
萄牙酒现在在中国或许算是小众，但我相信在不久的将来会逐渐流行起来”。
In the face of the pressure of decelerated growth economics and limited public
spending policy, this year some global wine businessmen announced that there was
a decline in China market but Ana is pretty optimistic and said “After short time
adjustment, China market will be back normal soon. I believe at that time the whole
market will be more mature and the brand range will have more space to develop”.
At the same time she is also looking forward to the bright future for Portuguese
wines, according to her observation, Chinese consumers have high acceptability for

5. new oversea products. ”Portugal has the first recognized wine region in the world
and its long coastline creates multiple climates. There are more than 250 kinds of
grape varieties in Portugal, which can brew different appearance in wine: classic,
unique, passion, elegance, which can attract Chinese consumers who are brave enough
to challenge new taste. Portuguese wine right now maybe is still minority, but I
do believe it will become more and more popular in the future.”