Said one of them, probably called Zac, “It’s just not very nice. It’s not crisp at all. It’s gloopy. It leaves a sort of film in your mouth. It’s almost creamy.”
“Wait a minute!” cried another, possibly named AJ, “’Creamy’, that’s a good word! That’s a heritage word. ‘Creamy’, that sounds like a good thing, sounds like how things used to be in the good old days. I reckon if we polled people as to whether they thought Britain had got more or less creamy over the last 50 years, they’d say less, and they’d be sorry about it. Everything in the past was creamy, wasn’t it? Call me crazy, but I reckon we can actually promote this beer as being creamy and make that sound like a good thing.”


