轉載自【2003-08-22/經濟日報/25版/酒品特輯】
單一麥芽威士忌 洋酒市場熱賣 ，陸海洋行引進36年限量頂級美酒
記者項家麟／台北報導
在酒商的宣傳造勢下，單一麥芽威士忌狂飆洋酒市場，在台持續熱賣；業者更看好後SARS時代國人所爆發的消費力，引進高檔海島型36年威士忌切入台灣市場。長久以來，台灣洋酒市場多彩繽紛，似乎在每個年代中都有風靡一時的流行潮，過去不少白蘭地、葡萄酒到威士忌等品牌，都曾經風光一時，也讓許多進口商短暫獲利，但最終還是禁不起市場低迷以及對洋酒專業素養不夠，而紛紛慘遭淘汰出局。景氣低迷非關產品的銷售，其銷售層次如何區別則是代理商與經銷商合作的關鍵。陸海集團洋行總經理洪耕書指出，亞洲地區除了日本以外，Single Malt蘇格蘭威士忌在台灣市場目前已步入幼年期，每年進口量約為3萬7,000箱，是亞洲第二大市場。洪耕書表示，台灣近年來在銷售麥芽威士忌方面展現驚人的爆發力，這都歸功於擁有堅強實力及專業素養的洋酒進口商，積極用心地對消費者推廣威士忌的專業知識，一旦專業知識教育開始進行，市場銷售就會漸入佳境。
近來，蘇格蘭本島所生產的麥芽威士忌，如高地或斯佩賽河畔等知名產區，在台灣推出的品牌種類繁多，品質良莠不齊，易分散消費者的注意力。然而，海島型麥芽威士忌異軍突起，在國際酒類大賽屢獲大獎，引起專業人士關注。事實上，為滿足高年份麥芽威士忌的愛好者，擁有代理進口酒資深資歷的陸海洋行，特別引進來自蘇格蘭西岸景色優美的JURA島所釀造的單一麥芽36年威士忌，此款威士忌經過長達36年的陳年釀造，口感呈現出完整飽滿的芬芳香氣、順口香醇，曾在2002年榮獲紐約酒類大賽金牌獎。洪耕書指出，此款JURA島36年單一麥芽威士忌整瓶手工釀造、人工貼標包裝，全球僅限量推出449瓶，台灣地區配售36瓶，堪稱是值得珍藏的頂級好酒。
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其他參考資訊：
ISLE OF JURA WHISKY SCOOPS TOP DESIGN AWARDS 17/06/2002 One of Scotland’s remotest whisky distilleries is celebrating after scooping a ‘Gold World Medal’ at the New York Festivals Awards 2002.Isle of Jura, described as tasting of rich and intense mahogany, won the gold in the Packaging Design category. Glasgow based Randak Design Consultants was tasked with designing the presentation packaging for the Isle of Jura 36 year old Single Malt Special Collector’s Edition.The presentation of Jura’s oldest malt sees the perfect blend of surface graphics, pack design and container modelling to project the brand’s equities to the consumer. The packaging reflects the rugged natural beauty of the Island. The signature feature; a silhouette of Jura etched on the front of the bottle echoes the sea and wind blasted silver grey pebbles and sands on the Island’s shores. Only 449 bottles of the exclusive 36 years old have been produced, each with an individually numbered label and hand signed by Michael Heads Distillery manager. Every bottle is presented in a natural birchwood case together with an individual registration document, all combining to give a unique feel to Jura’s finest Single Malt.International marketing manager, Chris Conway, said: “We are delighted that the Isle of Jura 36 year old has won these awards, illustrating the excellent reception it has had from whisky lovers across the world. The way the product is designed and packaged reflects the quality of the malt and we are very pleased with the outcome.”Charles Randak, managing director of Randak Consultants, said: “We are delighted that we won this highly respected design award. As Jura is a well known and respected brand in their sector, we retained some of the already recognised features and redefined these elements as part of the packaging to optimise the premium value and exclusivity of the product.” The New York Festivals, which has been in existence for 44 years, has honoured excellence in communications and merchandising which touch the hearts and minds of the worldwide public.The island malt, produced by Kyndal Spirits, has also recently won a Finalist Award in the International Advertising Competition Golden Award of Montreux 2002.
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註一：Isle of Jura 1965 36YO這支酒目前在WhiskyExchange的報價是英鎊314元（未稅）及369.00元（含稅）
註二：酒廠官方網站：
www.isleofjura.com
