千禧一代，谢谢你们让葡萄酒变得更便宜!

千禧一代，谢谢你们让葡萄酒变得更便宜!

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.

葡萄酒的价格将跌至五年来的最低点，将使饮酒者消费更多超出他们通常承受能力的红酒、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.

据美国有线电视新闻网(CNN)报道，这种趋势部分是由于加州葡萄过剩，部分是由于千禧一代更喜欢烈酒和白爪(White Claw)等即饮鸡尾酒。

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，硅谷银行(Silicon Valley Bank)葡萄酒部门的创始人、年度葡萄酒行业状况报告(State of the Wine Industry report)的作者罗布•麦克米伦(Rob McMillan)预测，美国葡萄酒爱好者将享受到“20年来最具零售价值的葡萄酒”。

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

他说，便宜的价格可能会持续三年。

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年在北加州种植了数千英亩的新葡萄，加州纳帕和其他优质葡萄酒产区的葡萄园主正在使用更高效的收获方法，所以金州葡萄现在供应充足。

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

不出所料，许多业内人士对这种过剩并不满意。

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.

葡萄种植联盟(Allied Grape Growers)的总裁杰夫·斯威特(Jeff Bitter)说，多余的葡萄通常会被过滤到二级市场，最后变成白兰地或浓缩葡萄汁。但这通常不会给生产商带来可观的利润。

“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:“如今供应过剩的主要原因，是葡萄酒出货量增长放缓的这几年达到顶峰，2018年葡萄酒葡萄产量充足是一个惊叹号。”

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.

斯威特补充说，目前的经济放缓让种植者感到意外。从种植葡萄园的最初规划阶段，将葡萄酒推向市场需要长达五年的时间。

“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:“这使得满足需求变得非常复杂。”“在这种情况下，我们超出了需求。直到2015年，葡萄酒出货量增长了20年，这几乎是可以预测的。”

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

与此同时，千禧一代显然在成群结队地回避葡萄酒，因为他们更喜欢烈酒和高级鸡尾酒。

“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.”

麦克米伦告诉美国有线电视新闻网(CNN):“这个行业理应感到担忧。”“我们没有与千禧一代消费者打交道，过去30年推动葡萄酒销售的婴儿潮一代也不会永远活下去。”

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

麦克米伦在报告中写道:“如今，葡萄酒供应链已经饱和。”

“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.”

“这种供应过剩，再加上消费者需求的下降，只会导致成品葡萄酒、散装葡萄酒和葡萄降价。到2020年，美国葡萄酒消费者将发现前所未有的零售价值，应该购买。”