Monday, March 9, 2015

being a cowboy in Barna

I've been away. 

It's hard to spend time on LCF when I feel like there's a million other more pressing things to apply myself to, but as we heard from the head of marketing of Haribo, there is time to do everything. Ok. Let's give it a shot.

He's right, you know. We do have time - maybe not to do everything, but at least enough time to do things we really care about. Do I really care about LCF? Perhaps not as much as I once did, but it's important to spend some time, in regular intervals, to do a bit of writing. Just for myself. 

So shit, what's been going on? Plenty of cool things, actually. Man, I will miss IESE - in a flash, it's been 18 months and suddenly, we have graduation rehearsals coming up Thursday. Having just wrapped our best party of the year in #MultiCulti2015, I'm not ready yet. I know it's time to go, time to move on and do other things, but I'm not ready yet.

Bourbon. We take it for granted in North America ... the selection, the availability. And then you come here to Spain, land of gin and terrible beer, and everything else becomes an afterthought. Will you ever reach the level of desperation needed to go for JD? I never imagined I'd be so happy to see Bulleit. Tears weren't necessarily shed, but I did stand in the middle of El Corte Inglés with the biggest shit-eating grin. Embarrassing, but when you deprive a man of bourbon, well, all bets are off, as they say.

What is it about bourbon? For the moment, forget about the actual drink. It could be that most cowboy of drinks, the mighty Old-Fashioned, a mint julep, or even a whiskey sour, but in whatever iteration, the character of that sweet, sweet nectar comes through. Siempre. Bulleit has that spice, that touch of honey, that big boom of alcohol. The bee's knees. This wino is grateful for a little taste of home, that reminder that while gin is dope, bourbon is the one and only for the throwback's soul.

At the Haribo session, our guest speaker continued. Did you know they managed to create a whole market for soft candy in Spain? That they not only built a brand here, but in fact changed consumer behaviour? Proving that people are endlessly malleable, despite protestations to the contrary - you just have to know which buttons to press. 9½ weeks left before I graduate as an MBA. 


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