拉菲酒莊 (Chateau Lafite-Rothschild)只是在葡萄酒標上給中國人寫了紅色的“八”字，消息一走，48小時內升值了17%。
而木桐酒莊(Chateau Mou-ton Rothschild)乾脆讓酒標出自中國藝術家之手。毫無意外，木桐酒莊葡萄酒身價隨即上漲15個百分點，飆高至8000元一瓶。
兩個世界頂級酒莊其實都屬於羅斯查爾德家族，這個歐洲望族的兄弟商戰，如今盯上了中國這塊富裕的版圖。
據美國《華爾街日報》報道，徐累是木桐酒莊聘用的第二位中國藝術家──木桐1996年年份酒酒標的設計者是以現代書法聞名的古幹。
這一次木桐酒莊選擇徐累的背景是，富有的中國葡萄酒買家群體迅速壯大，已經對全球葡萄酒市場造成了重大影響。
英國《每日電訊》則稱，中國藝術家被選中，毫無意外，中國購買者正在推高紅酒的價格。
從1945年起，木桐酒莊每年邀請一位著名藝術家創作新作，作為木桐酒莊的酒標，這些人選在藝術史上有著顯赫的地位，比如畢加索、米羅、安迪·沃霍爾等等，而這次被選中的是中國畫家、今日美術館藝術總監、《經典》雜誌主編徐累。
而藝術家們則一如既往，不收取費用，而是獲得10箱木桐葡萄酒作為回報。
記者連線
中國藝術家如何走進頂級葡萄酒莊的視野，而中國人如今又在葡萄酒中扮演怎樣的角色？
上午，本報記者對徐累以及世界高檔葡萄酒經銷商古董葡萄酒公司(The Antique Wine Company)首席執行官Stephen Williams進行了專訪。
西方對中國文化產生更高期待
法制晚報 (以下簡稱FW)：
木桐酒莊是如何找到你為他們創作酒標的？
徐累：木桐酒莊現在的主人菲力普·羅斯查爾德女男爵一直與藝術圈有很好的交往。一年前，她決定2008年的木桐酒標要交給中國藝術家。
2010年5月底，我接到消息，希望我能按我的風格畫些酒標草圖。接到邀請的還有其他中國藝術家，名單是保密的，不過據說有七八位。
FW：什麼時候最終確定讓你來設計的？
徐累：5月開始邀請各位藝術家提供草圖，9月就決定讓我來完成這個工作了。
FW：酒莊對你的設計有什麼特別的要求？
徐累：菲力普女男爵很欣賞我的藍色，還有一個希望就是在設計中畫上羊。因為Mouton在法語中的意思是“羊”。而羊對中國人來說也很吉祥。
FW：你這次設計的是2008年份的酒標，而8在中國是一個吉祥數字，具有市場吸引力。你認為設計這次酒標是不是更多地出於行銷的考慮？
徐累：據我的觀察，木桐酒莊很注重自身的品質和創造性。而文化因素也是愛酒之人很看重的。當然，如果在行銷上也很精明，它將受到更多中國人的追捧。
另外，木桐對每年世界上發生的大事件也是很敏感的。比如，2004年英法友好協約簽署100週年的時候，他們選用的是英國查爾斯王子的水彩畫。而2008年，對中國的意義“地球人都知道”。
況且，如今中國的發展令人刮目相看。西方人開始對我們的文化產生有了更高的期待。酒標是一個例子，它在全球有這麼大的影響，是因為它有文化和藝術的高度，商業倒在其次。
●酒標構思
空間的構成是屏風、葡萄、假山石和獨立的羊。最重要是中間的部分，既像開啟的中國園林的洞門，又像圓月。
在中國，月亮是個文化符號，與酒也有詩意的關聯。在一個小小畫面裏反映“天、地、人”的意境，能為木桐帶來不同以往的文化景觀。
推高酒價中國地位愈加重要
FW：如今，中國紅酒購買者在國際葡萄酒市場的地位如何？
StephenWiliams(以下簡稱SW)：近年來，中國葡萄酒購買者已成為國際葡萄酒市場的驅動力量，特別是去年。
中國購買者已是國際葡萄酒市場中非常關鍵的角色。現在，不少紅酒經銷商都在中國設立辦事處，就足以說明這一點。
FW：一些葡萄酒商在商標上用上中國元素或者選擇中國藝術家設計，對於中國市場，這是不是一個有效的手段？
SW：採用或者是專門設計一個酒標以適應一個目標市場，不是什麼新鮮事了。但這絕對印證了中國已在國際葡萄酒市場上的重要地位。這一舉措可以幫助國際葡萄酒商在短期內提高銷量以及價格。
FW：
中 國 人是 否 推高了國際葡萄酒價？未來，中國購買者扮演什麼樣的角色？
SW：中國人確實使某些葡萄酒的價格飛速上漲，比如拉菲酒莊和木桐酒莊的葡萄酒。我相信，在接下來幾年，中國的葡萄酒市場將更開闊，而“拉菲酒莊現象”也會繼續。
隨著葡萄酒在中國越來越走紅並逐漸成為主流，中國葡萄酒的消費也將增加。
此外，隨著葡萄酒商將他們的產品鎖定中國這個不斷增長的市場，也將繼續提高中國在全球紅酒市場的地位。
（責任編輯：王惠綿）
Lafite wine (Chateau Lafite-Rothschild) only in wine labeled with the red writing to the Chinese "eight" the word, the message went away within 48 hours appreciated by 17%.
The Chateau Mouton (Chateau Mou-ton Rothschild) simply let wine labels from the Chinese artists. Not surprisingly, Chateau Mouton wine worth then rose 15 percentage points, soar to 8,000 yuan a bottle.
In fact, two of the world's top wineries are all Rothschild family, the brother of the prominent family business war in Europe, is now eyeing the Chinese territory of this rich.
According to the U.S. "The Wall Street Journal" reported Chateau Mouton Xu Lei is the second Chinese artists employing ─ ─ Mouton subject of 1996 vintage wine, the designer is known for modern calligraphy of ancient dry.
This time, choose Xu Lei Chateau Mouton background is rich rapidly growing Chinese wine buyers groups have on the global wine market had a major impact.
British "Daily Telegraph" called the Chinese artists were selected, not surprisingly, the Chinese wine buyers are pushing up the price.
Since 1945, Chateau Mouton-known artists each year to invite a new work, as the wine of Chateau Mouton standard, these candidates in the history of art has a prominent position, such as Picasso, Miro, Andy Warhol Seoul, etc., and this is the selected artist, artistic director of the Today Art Museum, the "classic" magazine editor in chief Xu Lei.
The artists are, as always, do not charge fees, but get 10 cases of Mouton wine in return.
Press Connection
Chinese artists entered the top wineries in the field of vision, and the Chinese people now how to play again in the role of wine?
Morning, our reporter Xu Lei and the world of premium wine dealer Antique Wine Company (The Antique Wine Company) had an exclusive interview, CEO Stephen Williams.
Western higher expectations on Chinese culture
Legal Evening News (hereafter referred to as FW):
Chateau Mouton how to find your wine is the subject of their works?
Xu Lei: Now the owner of Chateau Mouton Rothschild Baroness Philippe has been good with the art world contacts. A year ago, she decided in 2008 to give wine label Mouton Chinese artists.
The end of May 2010, I received the news, as I hope I can draw some wine label style sketch. Been invited along with other Chinese artists, the list is confidential, but said seven or eight bits.
FW: When did you come to finalize the design?
Xu Lei: May began to invite all artists to sketch, in September decided to let me complete this work.
FW: winery on your design have any special requirements?
Xu Lei: Baroness Phillips appreciate my blue, there is a hope that the painting in the design of the sheep. Because Mouton in French means "sheep." Sheep on the Chinese people are very auspicious.
FW: You designed this year's wine label in 2008, and 8 is a lucky number in China, with market appeal. Do you think the design standards of this wine is not more out of marketing considerations?
Xu Lei: According to my observation, Chateau Mouton very concerned about their quality and creativity. And cultural factors also love wine people are valued. Of course, if the marketing is also very smart, it will be more sought after by the Chinese people.
In addition, the annual Mouton major events happening in the world is also very sensitive. For example, Anglo-French friendship treaty in 2004 the 100th anniversary of the signing, they use the British watercolor painting of Prince Charles. In 2008, meaning China, "Everyone knows that."
Moreover, China's development is now impressive. Westerners have started our culture have higher expectations. Wine label is an example of such a great global impact, because it is the height of culture and arts, business fell to the second.
● idea of wine labels
The composition is screen space, grapes, rockery stone and independent sheep. The most important part of the middle, both as the Portal opened Chinese garden, and like a full moon.
In China, the moon is a cultural symbol, and wine are also poetic association. To reflect a small screen in "Heaven, Earth and Man," the mood, can bring different Mouton past cultural landscape.
High prices have pushed more and more important position in China
FW: Today, the Chinese wine buyers in the international wine market position?
StephenWiliams (hereinafter referred to as SW): In recent years, China's wine buyers have become a driving force in the international wine market, especially last year.
Chinese buyers in the international wine market is a very key role. Now, many wine distributors have set up offices in China, is enough to illustrate this point.
FW: Some wine producers to spend on the trademark of Chinese artists in China or select the design elements, for the Chinese market, this is not an effective means?
SW: using either a wine label designed to meet a target market, not new. This is certainly confirmed in the international wine market in China's important status. The move could help the international wine business in the short term to increase sales and prices.
FW:
Chinese people are pushing the international wine prices? The future, what kind of Chinese buyers to play the role?
SW: Chinese do make some of the soaring price of wine, such as Chateau Lafite and Chateau Mouton Rothschild wine. I believe that in the next few years, China's wine market will be more open, and the "Chateau Lafite phenomenon" will continue.
With the growing popularity of wine in China, and gradually become mainstream, Chinese wine consumption will also increase.
In addition, as the wine merchant will lock their products in this growing market in China will also continue to improve China's position in the global wine market.
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