Treasury Wine's struggles set it apart from the broader wine industry in the U.S., which is posting record sales after 19 straight years of volume growth and an increased thirst for imported labels.

Treasury Wine的困境与美国葡萄酒业的总体形势形成了鲜明的对比。美国的葡萄酒业在连续19年的销量增长之后实现了创纪录的销售额，进口品牌需求上升。

Australian wines rode a wave of popularity in the U.S. during the 1990s and first half of the last decade but have ceded momentum to other wine-exporting countries, such as Argentina, Chile and South Africa. The Aussie dollar's strength in recent years also hurt the competitiveness of wine from Down Under.

上世纪90年代及本世纪前五年，澳大利亚葡萄酒在美国颇受欢迎，但目前势头不及其他葡萄酒出口国，包括阿根廷、智力和南非。澳元近年来坚挺，这也损害了澳大利亚葡萄酒的竞争力。

In addition, much of Treasury's U.S. sales are in low-priced wines at a time when American tastes are turning more expensive. U.S. store sales of wine bottles priced between $3 and $5.99 edged up just 1.5% and bottles priced $6 to $8.99 dropped 3.3% in the 52 weeks ended May 25 in volume terms, according to Nielsen. By contrast, volumes of bottles priced $9 to $11.99 and $12 to $14.99 rose 13% and 9%, respectively, and those above $15 increased more than 6%.

此外，Treasury在美销售的葡萄酒多为低价葡萄酒，而目前美国人的偏好正在转向更加昂贵的葡萄酒。据尼尔森(Nielsen)的数据，在截至5月25日的52周中，美国商店中定价在3至5.99美元的瓶装葡萄酒销量仅上升了1.5%，定价在6至8.99美元的葡萄酒销量下降了3.3%。相比之下，定价在9至11.99美元和12至14.99美元的瓶装葡萄酒销量分别上升了13%和9%，而定价在15美元以上的葡萄酒销量上升了逾6%。

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