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What was his pricing strategy? Was it super expensive?
他的定价策略是什么？是不是超级贵？
I mean, how do you make money doing this, I guess?
我的意思是，我在想，怎么通过这个赚钱？
It was quite expensive, especially for… So Frank has wines that range across a spectrum of prices.
这些酒相当昂贵，特别是对于……所以弗兰克有一系列价格范围的葡萄酒。
None of them are super low end and his highest end wines, he deliberately priced as the region’s most expensive wines.
它们中没有一款是超级低端的，而他的最高端葡萄酒，他故意定价为该地区最昂贵的葡萄酒。
Wow. It’s an interesting strategy.
哇。这是一个有趣的策略。
It is an interesting strategy, and particularly if you consider the context of Italy, which has these really storied wine regions like Piedmont.
这是一个有趣的策略，尤其是当你考虑到意大利当时的背景时，意大利有像皮埃蒙特这样有着悠久历史的葡萄酒产区。
People expect the wine from there to be incredibly expensive.
人们觉得那里的葡萄酒会贵得离谱。
Sicily wasn’t that way.
西西里岛不是那样的。
And so, to price a Sicilian wine, not even a natural wine, but just a Sicilian wine in this way raised a few eyebrows.
因此，以这种方式为一款西西里葡萄酒定价，甚至不是天然葡萄酒，而只是一款西西里葡萄酒，不禁让人瞠目结舌。
So, let’s go back to 2018, which was the setup for the case.
所以，让我们回到2018年，该案件发生的时间。
He had a choice that he had to make.
他有一个必须做出的选择。
Can you tell us what he decided to do?
你能告诉我们他决定做什么吗？
Can I ask you, what do you think he did?
我能问你一下，你觉得他做了什么？
I’m going to say he stuck to his guns.
我会说他坚持了自己的立场。
He stuck to his philosophy and decided not to add the sulfites.
他坚持自己的理念，决定不添加亚硫酸盐。
He didn’t.
他没有。
He decided to add sulfites.
他决定添加亚硫酸盐。
Okay. But here’s what I found really interesting about his decision, and I want to backtrack a little bit and explain that the addition of sulfites is something that is contested within even the natural wine community.
好吧。 但我觉得他的决定非常有趣，我想回过头来解释一下，添加亚硫酸盐在天然葡萄酒界也是有争议的。
So most natural winemakers do add sulfites at some part of the wine making process because it’s very difficult to stabilize wine unless they do that.
因此，大多数天然葡萄酒酿造者确实会在葡萄酒酿造过程的某个阶段添加亚硫酸盐，因为除非他们这样做，否则很难稳定葡萄酒。
Frank was unusual in that he was one of a minority of winemakers who really committed not to do this.
弗兰克与众不同，他是少数真正承诺不这样做的酿酒师之一。
Okay.
好的。
So, what was interesting is that he decided to add sulfites, but he used this decision point as kind of a catalyst for a broader reflection on what is really important to him in wine making.
所以，有趣的是，他决定添加亚硫酸盐，但他利用这个决策点作为一种催化剂，更广泛地思考在酿酒过程中对他来说真正重要的是什么。
And he realized that his own approach to wine making had become so dogmatic that in some ways it was betraying the same ideals that he began the process of wine making with.
他意识到，自己酿酒的方法已经变得如此教条，以至于在某些方面，背叛了他开始酿酒时所秉持的理念。
Because if your thought is I really want to express the grape that I have in front of me, then you sometimes have to acknowledge that that grape will be imperfect, and that doesn’t mean that you throw it away.
因为如果你真的想表达你面前的葡萄，那么你有时必须承认那颗葡萄是不完美的，但这并不意味着你要把它扔掉。
It means that you do what you can to try to create a beautiful wine from it.
这意味着你要尽你所能，努力用它酿造出一种美味的葡萄酒。
And so he not only added sulfites in 2018, he then started adding sulfites in his wine making in subsequent years as well.
因此，他不仅在2018年添加了亚硫酸盐，而且在随后的几年里，他也开始在酿酒过程中添加亚硫酸盐。
When he describes this year, he talks about it as a gateway year for him.
当他描述这一年时，他将其称为他的一个关键之年。
Interesting.Yeah.
有趣。是的
And he says I was making wines that were good before, but after that, my wines became really spectacular.
他表示：我以前酿的酒就很好，但在那之后，我的酒变得非常出色。
So, what is the reaction of the natural wine making community when Frank decides to do this?
那么，当弗兰克决定这样做时，天然葡萄酒酿造界的反应是什么呢？
It was mixed. A number of people, including the people who had intrigued me to explore Frank’s story more were extremely upset and thought that this was just a rejection of his principles.
褒贬不一。褒贬不一。很多人，包括那些曾吸引我更多地探究弗兰克故事的人，都非常不高兴，认为这是对他原则的背叛。
And in fact, I interviewed some wine store owners who refused to stock his wine.
实际上，我采访了一些拒绝储存他的葡萄酒的葡萄酒商店老板。
Really?
真的吗？
