英国卫报:奈斯派索的咖啡革命是如何被粉碎的(4)（在线收听）

When Nespresso was finally launched in 1986, it seemed like the sceptics had been right all along.

最终，雀巢在1986年推出了胶囊咖啡机，而怀疑论者似乎一直是对的。

The first models were designed to resemble traditional espresso machines, bigger and clunkier than the sleek designs available today,

首批样式是按照传统咖啡机设计的，它们要比现在设计优美的咖啡机更大，更笨重。

and only four types of capsule were available, offering various strengths of coffee.

而且只有四种胶囊可用，提供不同口味的咖啡。

Pitched to businesses in Switzerland and Japan, for offices without enough space for a full-size coffee machine, Nespresso failed to find many takers.

该咖啡机面向的是瑞士和日本的商业人士，针对那些没有足够空间放置一个全尺寸的咖啡机的办公室，但并没有很多人购买。

In 1988, in a bid to rescue the product, Nestle brought in Gaillard, a tobacco man who had created the clothing brand Marlboro Classics when he worked at Philip Morris.

1998年，为了拯救这个产品，雀巢请来了盖拉德，他在菲利普·莫里斯公司工作时创立了服装品牌万宝路。

Gaillard would work alongside Favre, but his brief was clear: if he couldn’t turn the ship around, it would be sunk.

盖拉德将和法夫尔一起工作，但是他的陈述很清楚：如果他不能拯救这个产品，它就会彻底失败。

“At the original launch the product was wrong, the positioning was wrong and the targeting was wrong,” Gaillard told me.

盖拉德告诉我，“最初发布的产品是错误的，定位和目标都是错误的。”

“It had cost a lot of money and brought nothing.”

“它耗费了很多钱，却一无所获。”

Under Gaillard, Nespresso would be transformed from an office coffee company into a luxury brand,

在盖拉德的领导下，奈斯派索将从一家办公室咖啡公司转变为一个奢侈品牌，

the look and feel of which would be as much a part of the product as the beans themselves.

“I wanted to create the Chanel of coffee, and decided to keep it chic and bobo,” he said in a 2010 interview.

他在2010年的一个采访中表示，“我想要创造出咖啡中的香奈尔，决定让它保持时尚和波波族的风格。”

The idea was to keep it to “the level of people who have a doorman”.

这个理念就是让它达到“拥有门卫的人群的水平”。

He told me he took inspiration from the wine industry.

他告诉我，他从葡萄酒行业获得了灵感。

“The coffee was good and easy to make, but how do you spread the luxury feel?”

“咖啡很棒，制作也简单，但是你如何传达一种奢侈的感觉呢？”

Where Favre and his team had focused on technical questions –

法夫尔和他的团队集中关注着技术问题，

not least how to miniaturise a system that usually took up several feet of bar space and required a skilled operator – Gaillard worried about everything else.

尤其是如何将一个通常占据几英尺酒吧空间、需要熟练操作的系统小型化——盖拉德担心的是其他一切。

He cut the price of the machines and licensed them to third parties.

他降低了机器的价格，并授权给第三方使用。

The first home machines had been made with one firm, Turmix. Later, you could buy a Krupps or Alessi Nespresso machine.

第一批家用咖啡机是由Turmix公司制造的。之后，你可以购买由克虏伯或艾烈希制造的雀巢咖啡机。

These brand associations gave Nespresso familiarity in local markets, and encouraged fancy shops such as Harrods to stock them.

奈斯派索与这些品牌的关系让其在当地市场为人所熟悉，促使像哈罗兹这样的高档商店进货。

Gaillard also overhauled the capsules, reducing the aluminium content and putting up the price by 50%.

盖拉德也彻底改革了咖啡胶囊，减少它的铝含量，并把价格提高了50%。

Most importantly, he began marketing Nespresso to individual consumers, rather than to businesses, through the new Club Nespresso.

最重要的是，他开始通过奈斯派索新俱乐部向个人消费者销售咖啡机，而不是企业。

It was no longer just a better coffee for your office – it was a way of life.

它不再仅仅是办公室里更好的咖啡，它是一种生活方式。