Just as wine remains in a bottle day and night but that bottle/ pot does not know its characteristics.
Just as in a party, wine is distributed in cups, but that cup does not know its (wine) secret nor thinks about it.
Just as a wine merchant sells wine all the time during the day but his greed of wealth does not know the significance of its intoxication.
Similarly many write Gur Shabad and Gurbani, sing and read it but. a rare person among them harbours loving desire of relishing and acquiring the divine elixir from it. (530)