NEWS IN SHORT with apologies to M. L.
Manchester’s cutting-edge new-wave ‘beer’ scene was rocked to its foundations today by a shock announcement from local stalwarts Bongwater. According to Bongwater CEO Gavin Awesum-Straighte, the company’s groundbreaking leading-edge ‘beer’ strategy is no longer viable. Going forward into 2017 and beyond, Bongwater now dismiss ‘beer’ as “weary, stale, flat and unprofitable” and say their aspirations lie elsewhere. “Our paradigm-shifting bleeding-edge combination of relentless innovation, technical perfection at all costs, great big shiny steel fermentation… fermenterator… fermenty things and what was the third thing? Oh, right, that was the third thing. No, what was the fourth thing? Oh, yeah, money. So the innovation, the technical perfection, the fermenterers and stuff and the fourth thing which was no don’t tell me I can get this the fourth thing which was of course… money. Yes, lots and lots of money. Lovely money. So yeah, anyway, we’ve got the innovation and we’ve got the technical perfection, which you’ve got to admit is cool, and we’ve got the… shiny things… But the money is kind of – yeah. That’s basically the problem area.”
“So where do we go now?” asked Awesum-Straighte rhetorically. “What do we do? How do we carry on? Can we carry on? And if so, how? What do we do? Where do we go? Are there any questions? And if so, are there any answers? I’m glad you asked me that. The answer is – well, it was right in front of us all the time. The answer is ‘beer’. We’ve spent lots and lots of money making ‘beer’, and we thought that we were going to make lots and lots of money making ‘beer’ – I mean, that seems fair, doesn’t it? Anyway – looks like it’s not going to happen. So, what do we do? The answer, again, is ‘beer’. We’re fed up with it. Relentless innovation, technical perfection, big shiny… shiny things, and what good does it do us? I’ll tell you what good it does us, it does us no good at all.”
“So we’re getting out of ‘beer’. You want ‘beer’, you go to Granite, you go to Bakewell Brewery, you go to Medlock Ales if you really want to. We’re taking our relentless innovation and our technical perfection to customers who will appreciate us. Going henceforward, Bongwater are going to be Manchester’s foremost suppliers of selected strains of marijuana for personal medicinal use. It’s new, it’s innovative, it’s technically perfect, it’s new and best of all it’s totally legal. Well, it is in some of the cooler parts of America, and that’s really where we take our lead from these days.”
“Looking into 2017, 2018, 2019, 2020, 2021, 2022…” Awesum-Straighte said, before being nudged by a colleague and starting again. “Sorry, where was I? Looking into 2017, looking into 2018 and looking into the heart of the Very Future Itself…” The meeting was then adjourned to enable Awesum-Straighte and his colleague to stop giggling and send someone out for some brownies or maybe a Mars bar, no, wait, two Mars bars. Each – I mean, obviously. Cool.
Reaction to the news has been mixed. “This is a shock announcement that will rock Manchester’s cutting-edge new-wave ‘beer’ scene to its foundations,” said one ‘beer’ somel sommell somnambu expert, adding “Whichever way you look at it, it’s got to be bad news for CAMRA.” “It’s definitely bad news for CAMRA,” said another beer communicator, before shaking his head and adding, “I mean, obviously.” A dissenting opinion came from Derek Spikey (Medlock Ales). “Marijuana? They’ll never make it work. Naah, you want to check out my new line of artisan traditional-styled crystal meth. I tell you, it’s good gear – not that you’ll ever hear that from CAMRA!”
Oh Good Ale 