Anatomy of a Rumour

If you are at all engaged with beer social media, you will be aware that there have been rumours, or at least rumours of rumours.

Though we don’t recall sign­ing up to a code of ethics on this, there are cer­tain­ly good rea­sons to be cagy about shar­ing or dis­cussing such rumours.

First, there’s the risk of things get­ting a bit ‘lawyery’. We don’t know if this is a real issue, or a bor­rowed trou­ble, but who wants to find out the hard way?

Then there’s the ques­tion of people’s feel­ings. Imag­ine you’re nego­ti­at­ing the sale of your com­pa­ny but haven’t finalised the deal; there’s a non-dis­clo­sure agree­ment in place so you can’t tell your team any­thing until it’s done; and, any­way, you wouldn’t want to say any­thing in case it falls through at the last minute. Then imag­ine how those team mem­bers feel learn­ing the news from Twit­ter, or on some poxy beer blog.

The Amer­i­can food reporter Far­ley Elliott recent­ly described how, in the ear­ly days of his career, he would some­times turn up at restau­rants he had heard were clos­ing down and, over-eager in mak­ing his enquiries, acci­den­tal­ly break the news to front­line staff that they were about to lose their jobs. He felt bad, they felt bad… There are bet­ter ways.

Final­ly, there’s the risk of embar­rass­ing your­self if the rumoured takeover doesn’t hap­pen. Rumours are just rumours, and are some­times just lies. Five or so years ago, we heard a cast-iron rumour of a takeover that was def­i­nite­ly about to hap­pen at any minute now… but did­n’t. And still has­n’t.

And any­way, unless you are work­ing for an out­let that thrives on scoops – that relies on being first with the break­ing news – there’s no par­tic­u­lar need for any­one in beer to be rush­ing to talk about this stuff.

The only dif­fer­ence a rumour makes, real­ly, is that it allows time to men­tal­ly pre­pare. It can be a jolt to learn that a brew­ery you like or are inter­est­ed in has been tak­en over when 300 hot-take Tweets land with­in a minute of each oth­er.

Giv­en how things are, though, shouldn’t we all be men­tal­ly pre­pared, all the time, for any brew­ery of decent size and mar­ket reach to sell up? We all know how to spot the pre-erup­tion tremors these days.

Sure, we’ll still jump when the bal­loon pops, but at least by now we’ve learned to dis­cern the bal­loon, and to see some­one stand­ing there with pin in hand, grin­ning, wait­ing.