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Nespresso also faces mounting criticism over the environmental impact of its pods.
雀巢膠囊咖啡機也因其咖啡莢對環境的影響而面臨越來越多的批評。
(It does not release any figures for how many of its aluminium capsules end up dumped in landfill, rather than recycled.)
(鋁膠囊最終被傾倒在垃圾填埋場而非回收利用，而雀巢并未公布其具體數字。)
Talk to people in the industry, and you get the sense that Nespresso’s golden age has passed.
跟行業的人交談，你就會發現雀巢咖啡機的黃金時代已經過去。
“In the major markets, Nespresso’s getting close to saturation point, and there’s lots of competition,”
“在主要市場，雀巢咖啡機已經接近飽和了，而且還面臨很多競爭。”
says Jean-Paul Gaillard, Nespresso’s former CEO. “The good years are over.”
前首席執行官珍·保羅·蓋拉德說。“好日子已經過去了。”
Nespresso triumphed by selling itself as a sophisticated component of an elite, globalised lifestyle.
雀巢咖啡機成功地將其打造成精英的、全球化生活方式的精致組成部分。
Wherever you were in the world, you could be a Nespresso person, just as you could wear Nike trainers or use American Express.
不論你在哪里，你都可能是一個雀巢人，就像你可能穿著耐克運動鞋或使用美國運通服務一樣。
Now, as that lifestyle looks increasingly bankrupt, it is learning to be just another coffee company.
隨著這種生活方式看起來越來越沒落，雀巢正在學著成為另一家咖啡公司。
Nespresso helped change the coffee world, but it seems as if the world has moved on.
雀巢的膠囊咖啡機幫助改變了咖啡世界，但似乎世界已經向前發展了。
Nespresso argues its coffee has never been better, but the truth is that Nespresso has never really been about the coffee.
雀巢聲稱他們的咖啡從來沒有這么好過，但事實上，他們膠囊咖啡從來就不是真正的咖啡。
At Nestle headquarters in Vevey, there is a small museum dedicated to the history of Nespresso.
在位于韋威的雀巢總部，有一個專門展示雀巢咖啡機歷史的小博物館。
Looking at the early prototypes on display – elaborate Rube Goldberg-type machines with outsize tanks and pumps and tubes –
看看展出的早期原型——精心設計的帶有超大的油箱、泵和管道的復雜機器，
it is easy to see why it took 10 years after the first patent was filed for the product to come to market.
很容易就能看出，為什么該產品在首次申請專利十年后才上市。
As a private company, Nestle was able to fund its pet project without justifying the cost to the stock market.
作為一家私營公司，雀巢能夠在不說明股市成本合理的情況下為其鐘愛的項目提供資金。
Within the company, though, there were doubters. Colleagues feared that if Favre’s invention succeeded
不過，公司內部也有人持懷疑態度。同事們擔心如果法弗爾的發明成功了，
it would cannibalise the company’s existing coffee businesses, especially the flagship Nescafe instant brand.
它將侵蝕該公司現有的咖啡業務，尤其是旗艦品牌雀巢速溶咖啡。
At the time, Nestle saw itself as a mass market company that sold cheap, reliable products:
當時，雀巢視自己為一家大眾市場公司，銷售廉價可靠的產品：
chocolate and baby food and cereal. This was something different, whatever it was.
巧克力，嬰兒食品和麥片。這是不同的東西，不管它是什么。
