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So, the cold call in the case is very simple. What should Frank do? How did you hear about Frank? Why did you decide to write about this? Are you a huge wine fan, first of all?
所以，打破该案例的冷场非常简单。弗兰克应该怎么做？ 你是怎么听说弗兰克的？为什么决定写这篇文章？首先，你是一个超级酒迷吗？
I am a wine fan, and my grandfather was a winemaker- No kidding. And an agronomer in Croatia. That’s right, yes. So, wine is something that I’ve grown up with.
我是个葡萄酒迷，我的祖父是一名酿酒师——没开玩笑。还是克罗地亚的农学家。没错，是的。所以，葡萄酒是我从小就接触的东西。
I also, as you mentioned, study new industries, periods of profound uncertainty, and so I’ve been studying the evolution of wine making and in particular natural wine making since about 2017.
我也像你提到的那样，研究新的行业、研究深度不确定的时期，所以我从2017年左右开始研究葡萄酒酿造的演变，尤其是天然葡萄酒酿造。
And I’d been conducting interviews with a number of people in the industry.
并且我一直在对该行业的许多人进行采访。
The natural wine market at the time was very small, so everyone knew everybody’s business, and I’d heard about this story of the decision that Frank faced through my interviews. Okay.
当时的天然葡萄酒市场非常小，所以每个人都知道彼此的底细，我是通过采访听说了弗兰克面临的这个决定的故事。 好的。
I’m guessing you’re the person that gets to order the wine when you go out to dinner, and I would leave that to you because I am definitely not a sophisticated wine drinker.
我猜当你们出去吃饭的时候，你是那个负责点酒的人，而我会把这件事留给你，因为我绝对不是喝葡萄酒的老手。
I know what I like, but it’s probably not always the best thing. Tell us how wine is made. What’s the general process for how it’s made?
我知道我喜欢什么，但它可能并不总是最好的东西。和我们讲一讲葡萄酒是如何酿造的。它的一般酿造过程是怎样的？
So, this is a very complicated question, and I’m sure that both Frank and my grandfather, if he was alive, would take issue with the incredibly simple answer that I will give.
这是一个非常复杂的问题，我敢肯定，如果弗兰克和我的祖父还活着，他们会对我将给出的这个极其简单的答案提出异议。
But essentially, wine begins with grapes that are grown in vineyards. The grapes are harvested.
但是，从本质上讲，葡萄酒始于在葡萄园种植的葡萄。葡萄被收获。
Sometimes this is done mechanically, sometimes it’s done by hand. Then the grapes are crushed.
有时这是机械完成的，有时是手工完成的。然后葡萄被压碎。
This used to be done, I’m sure you’ve seen pictures and videos of people crushing grapes.
这曾经是这样做的，我相信你已经看到过人们压榨葡萄的照片和视频。
I’ve seen the “I Love Lucy” episode where they’re- That’s right, yes.
我看过《我爱露西》的一集，他们在…… 没错，是的。
Well, it turns out that in some wineries, this is still how they crush grapes.
嗯，事实证明，在一些酿酒厂，他们仍然是这样压榨葡萄的。
Of course, most grapes are crushed using hydraulic presses and machinery, and then winemakers can begin to intervene in the wine making process.
当然，大多数葡萄是使用液压机和机械压榨的，然后酿酒师就可以开始干预酿酒过程了。
So at this point, they can add sulfur in order to stabilize the wine, get rid of bacteria.
所以在这时，他们可以添加硫磺以稳定葡萄酒，去除细菌。
And they can also choose to add yeast to kickstart fermentation, or they can let the wine ferment naturally using its own naturally occurring yeast.
并且他们也可以选择添加酵母来启动发酵，或者他们可以让葡萄酒使用其自身天然存在的酵母自然发酵。
During fermentation, the wine becomes alcoholic, and then winemakers can age it.
在发酵过程中，葡萄酒会产生酒精，然后酿酒师可以对其进行陈酿。
They can, if they choose to, filter it and bottle, cork, label it and get it out to distributors.
如果他们愿意，他们可以过滤，装瓶，塞瓶，贴标签，并将其分发给经销商。
Joking aside, I think a lot of people have this romanticized version of how wine is being made, like the Lucille Ball episode.
不开玩笑了，我觉得很多人都对葡萄酒的酿造过程有浪漫化的想象，就像露西尔·鲍尔的那集剧里演的那样。
It’s very natural and everything, but the case describes it as an industrial product, which set me back for a second.
这很自然，一切都很自然，但是这个案例把它描述为一种工业产品，这让我停顿了一下。
Why is it considered industrial in some instances versus agricultural?
为什么在某些情况下它被认为是工业的，而在其他情况下被认为是农业的呢？
So, this is really a contentious topic in the wine community, and so I want to be clear that it’s the proponents of natural wine making.
因此，这在葡萄酒界确实是一个有争议的话题，所以我想明确一点，那就是自然酿酒的支持者。
People who are advocating for a return to traditional wine making techniques that claim that wine has become an industrial product.
那些主张回归传统酿酒技术的人声称，葡萄酒已经成为一种工业产品。
This is not necessarily a belief that’s shared by everyone in the industry.
这不一定是行业内每个人都认同的观念。
