You will sometimes hear trade types refer to beer, wine, or spirits as “the liquid,” because it’s the easiest way to differentiate between the thing people drink and the marketing people buy. (In a meta sense, this is also the easiest way to differentiate between a business-brained bev-alc executive and a normal person.) But what does “the liquid” come in? Ah, so glad you asked, because Ball Corporation chief executive Ron Lewis has an answer: “the can.” During the packaging firm’s latest earnings call, he told analysts:
Regardless of what is being sold in that can, the can will continue to grow, and we’re going to help all of our customers to win in that regard.
All hail the can, container of the liquid! Regardless of the liquid within, the can shall emerge victorious! Only by embracing the can will you finally know truth!
If you see beverage-alcohol corporatespeak in the wild that deserves to be the next Fingers Buzzword, submit it for consideration to [email protected]. All submissions anonymous!
🤝 Consider upgrading to a paid subscription!
Buzzwords of The Week is free, but most of Fingers’ award-winning independent journalism about drinking in America is not. For the full experience, become a Friend of Fingers today:
Fingers is 100% reader-supported and AI-free. Your paid subscription directly funds more coverage and commentary like this. Hope to see you on the other side of the paywall!—Dave.
