|Aye, Aye Captain?|
Followers of the twinternet - (see what I did there? It's an amalgam of Twitter and Internet) - will probably be aware of the latest BrewDog video that has been recently posted on their blog.
If you haven't seen the video, it's a little two minute teaser in which the BrewDoggers appeal to us to reject the bland beer mainstream and to accept the diverse and unique. They also give out a link to a website called beerleaks which has a ticking digital clock that counts down to midnight on Sunday.
Seemingly, all will be revealed and explained at that witching hour. Or, possibly not. Many are speculating that the big reveal will consist of a BrewDog expose of the scams and swindles that the major beer multinationals employ to convince the feeble minded to imbibe their beverages.
The more cynical among us see it as no more than another of BrewDog's schemes to gain the maximum amount of press and media exposure for their brand with the minimum of financial input. Others, see it as an attempt by those Fraserburgh Upstarts to deflect from the recent criticism that they have had in terms of fulfilling their orders and meeting market demand.
I've been waiting the best part of three weeks for a box of beers to come from BrewDog in Aberdeen to my door less than 140 miles away in the West of Scotland. If I had known that it was going to take this long, then I would have taken a walk up to Aberdeen, met my order at the brewery and walked back to Glasgow. It would have probably taken less time. It's still not arrived.
Perhaps, if BrewDog spent more time meeting their orders and less time circle jerking with their craft beer fan boys then maybe a lot more punters would be content with the scope and standard of their customer service.
The mainstream expect nothing less.