英语翻译NAPA,Calif.— First came Two Buck Chuck.Now,there's Three

英语翻译
NAPA,Calif.— First came Two Buck Chuck.Now,there's Three Dolla Koala.
Fred Franzia,the vintner who shook up the California wine world seven years ago with Charles Shaw wines — nicknamed Two Buck Chuck because they sell for $1.99 in some states — has come up with Down Under,a Chardonnay made of imported Australian bulk wine and priced at around $2.99 in California.
His goal is to take on popular imports such as Yellow Tail.
In Australia,John Casella,managing director of Casella Wines,which makes Yellow Tail,took the news pragmatically.
"A lot of brands compete with Yellow Tail and this will be another," he said.
The "three dolla koala" marketing slogan plays off the koala on the label,though in the national campaign the wine is touted as "more for your dolla koala," because tax differences mean consumers in some states will pay more than $2.99.
Down Under doesn't have the mysterious allure of Two Buck Chuck,which burst onto the wine scene in a flurry of rumors — It was wine an airline couldn't take because it required a corkscrew in the post-Sept.11 world; it was a discontinued high-end wine being dumped on the market.
But Down Under is hitting the market at a time when Americans are showing a distinct fondness for cheap,or as the industry likes to call it "supervalue," wine.
"It's very clear that people are looking for bargain products and it's certainly true in wine," says Jon Fredrikson of Gomberg Fredrikson & Associates,California-based consultants who track wine sales.
California wine shipments domestically were up 5 percent through April,compared to the same period a year ago,for a total of 60.1 million cases,he says.Much of the growth came from wines priced below $7,which were growing at between 8 percent and 9 percent.
And there have been some pleasant surprises for consumers moving down supermarket shelves.
"A lot of people were shocked at what they found because many inexpensive wines are a heck of a lot better than people thought," Fredrikson says.
Down Under rolls out nationally this month at Trader Joe's and other supermarkets.A red wine is planned to follow if the Chardonnay is received as well as expected.
Casella,for one,doesn't think Down Under will win over the long haul.
It's not sustainable," he says,noting that Australia is experiencing a wine glut and its currency is recovering strength against the U.S.dollar after a sharp downturn.
Franzia says that he is cutting costs by importing the wine in bulk,saving the expense and environmental impact of shipping bottles.He is having it bottled — in lightweight glass — labeled and shipped in California.
Franzia also keeps the cost of his California wines down by owning huge tracts of vineyards,but he doesn't plan to start buying land in the southern hemisphere.
"If I can't get there in four hours I'm not interested," he says dryly.
Meanwhile,Two Buck Chuck — which many thought couldn't survive at that price — is on pace to reach 500 million bottles sold since its inception by year's end.

加州NAPA -首先是两元恰克.现在,有三个多洛考拉.
弗雷德的酿酒谁动摇了与查尔斯肖加州葡萄酒酒7年前的世界1893 -绰号两元恰克,因为他们1.99美元的价格出售一些国家-已制定了下下,一霞多丽澳大利亚进口散装葡萄酒和价格作出在加利福尼亚州约2.99美元.
他的目标是在普遍的进口采取措施,例如黄尾.
在澳大利亚,约翰卡塞拉,管理卡塞拉葡萄酒,使黄尾,导演采取了务实的消息.
“很多的品牌竞争,黄尾,这将是另一个,”他说.
“三个多洛考拉”的营销口号,关闭了在标签上的考拉,但在国家运动的葡萄酒是吹捧为“为您多洛考拉更多”,因为税收的差异意味着在某些州的消费者将多付2.99美元.
唐氏在没有了两元恰克,其中葡萄酒舞台上爆发的谣言小雪