Taiwan Whisky drinking Culture and Working Style

閱讀前言

因著世界公民文化中心多年來與百富門酒商教育訓練合作的關係，7/1我們藉酒交流，以酒會英文，度過了一個愉悅的午後時光，也特別在會後請百富門總經理Jason以他多年經營管理經驗談他對台灣酒文化的了解。

文/Jason Pan (Brown-Forman GM)

In many ways, Taiwanese whisky drinkers are very sophisticated compared to other Asian countries, for example lots of Taiwanese whisky drinkers are familiar with the differences between, Single malts, blended malts, and blended whisky. Furthermore, some drinkers are knowledgeable of the different region of whiskies. And the most advance drinkers possess in-depth understanding the unique taste of each whisky region’s characteristics; however, the one thing which these consumers are not able to overcome is the age statement of the product.

台灣威士忌的愛好者對這款酒的瞭解，可以說是世界排名數一數二，並不輸給威士忌出產國。

In many cases consumers are still using the age statement to determine the quality, taste and price of a whisky. There is nothing wrong with such a practice but sometimes drinkers overlook the fact that each individual has a different taste profile, the oldest and most expensive products might not be the right choice for your profile; yet, due to peer pressure almost all of us will give in at the end.

不過，我們對酒還是存有「年分」的迷思—並不是名酒就會適合你，更重要的應該是自己對酒的喜好和口感偏愛的差異。

It is difficult to promote premium non-age whisky in Taiwan as most of Taiwanese whisky drinkers are still mythical about age statement. For the past many years brands such as Jack Daniel’s, we are trying to break the myth on importance of age statement and in many ways, we are able to communicate successfully with young adults to direct them to enjoy the drinks that can reflect their own personality not price; however, once the person goes into the business word, status becomes more important attribute for them to choose their drink in all occasions. This is certainly different from western countries. In the western world, consumers are very taste driven and age statement is not the most important factor of choosing a product. For this reason, we often see brands that are not particularly big in western countries but become popular brands in Taiwan, yet, those top selling products in western world are not generate much sales in Taiwan.

西方人會以自己的口感為優先考量，選擇適合自己的威士忌。但是在台灣，如果是沒有年份和名氣的威士忌，就很難跟消費者溝通。以Jack Daniel這款酒來說，我們花了很長的時間試著打破大家對年份的堅持，雖然成功說服年輕人依場合來選擇而非價錢，不過，一旦他們進入職場，還是又回到舊有的飲酒習慣。

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