英国卫报:奈斯派索的咖啡革命是如何被粉碎的(6)（在线收听）

After Gaillard’s reforms, Nespresso finally took off, but it is Favre who tends to take the plaudits as the creator.

在盖拉德实施改革后，奈斯派索咖啡机最终成功了，但是获得了最多的赞誉的是它的发明者法夫尔。

The story of the tinkerer playing with pipes and valves in his workshop is more appealing than the smooth corporate rebranding exercise.

一个在自己的车间里摆弄管子和阀门的工匠的故事，要比企业顺利地进行品牌重塑更有吸引力。

Gaillard is only too glad to correct the record. “Those who really know the story, know it was me,” he said.

盖拉德非常想纠正这一事实。他说，“那些真正了解这个故事的人，知道我才是那个人。”

“Favre was a technician. He couldn’t run the business.”

“法夫尔是一个技术人员。他不会做生意。”

In 1990, after two years of struggle and personality clashes between the two men, Favre resigned, the result of what he described as a “coup d’etat”.

1990年，在两人经历了两年的斗争和个性冲突后，法夫尔辞职了。他将这个结果形容为“政变”。

It doesn’t take much to reopen the old wounds. “Gaillard is un diable,” Favre told me.

揭开旧伤口不需要很多时间。法夫尔告诉我，“盖拉德是一个魔鬼。”

In his version of the story, Gaillard was a brash operator who made his position unbearable.

按照他的讲述，盖拉德是一个自以为是的经营者，这让他的工作难以承受。

In 1997, Gaillard left Nespresso to run Nestle’s ice-cream business in the US.

1997年，盖拉德离开了奈斯派索，转而去美国经营雀巢的冰淇淋业务。

He subsequently left the company after falling out with the then CEO, Peter Brabeck-Letmathe.

后来，他和公司当时的CEO皮特·包必达·莱特马特争吵后离开了公司。

The animosity between Gaillard and Nestle lingers.

盖拉德和雀巢之间的敌意一直挥之不去。

“My name is forbidden at Nestle,” Gaillard said, noting that there is no mention of him anywhere on the company website.

我的名字在雀巢公司是被禁止的，”盖拉德说，并指出公司网站上没有任何地方提到他。

He described the Favre-centric Nespresso origin story as, at best, a simplification, which omits the work of the many other designers involved.

他说，以法夫尔为中心的奈斯派索咖啡机的起源故事充其量只是一种简化，它忽略了许多其他设计师的作品。

He also claimed that the original idea for Nespresso came not from within Nestle but from a research organisation,

他还声称奈斯派索咖啡机的创意并非来自雀巢公司内部，而是来自一个名为巴特尔研究所的研究机构。

the Battelle Institute, which Gaillard said sold the idea to Nestle in 1973.

盖拉德表示，该机构于1973年将这个点子卖给了雀巢。

(Nespresso denied the claims. When asked to clarify Favre and Gaillard’s involvement, it replied with a generic history that mentioned no individuals.)

（雀巢否认了这一说法。）当被要求澄清法夫尔和盖拉德与此事有关时，雀巢给出了一份笼统的历史回答，没有提到任何个人。)

One crucial factor behind Nespresso’s rise, unmentioned by Gaillard, was timing.

盖拉德没提到的一个奈斯派索攀升背后的关键因素是时机。

In 1998, Starbucks arrived in the UK, and elsewhere in Europe from 2001.

1998年，星巴克将店开到了英国，而且自2001年以来又将店开到了欧洲各地。

(Although not in Italy, which somehow held out until 2018.)

（但是它没有在意大利开店，这个情况一直持续到2018年。）

Previously it had been difficult to get a decent coffee anywhere outside Italy.

在此之前，在意大利以外的任何地方都很难买到一杯像样的咖啡。

At Starbucks, you could enjoy Italian-style coffee, which is to say freshly made and with frothy milk, marketed with Italian-style language.

在星巴克，你可以享受到意大利风格的咖啡，也就是说，新鲜制作，带有泡沫的牛奶，以意大利风格的语言销售的咖啡。

According to the historian of consumption, Jonathan Morris, Nespresso capitalised on these new tastes:

根据消费历史学家乔纳森·莫里斯的说法，奈斯派索充分利用了这些新口味：

“When customers started to ask how they could have Starbucks-style coffee at home,

“当顾客开始问他们怎么能在家里喝星巴克式的咖啡时，

Nespresso was the best-placed product to take advantage of that.” Between its Fortissio and Vivalto pods, it had the cod-Italian ready to go, too.

奈斯派索是利用这一需求的最佳产品。在它的弗啼西欧和维瓦托咖啡荚之间，鳕鱼意大利菜也准备好了。