From the Editor
The New Normal
Luis Ayala
As I write these lines, countries around the world are contemplating when and how to “re-open” their economies. These discussions are also echoed in countless conference calls in the private and public sectors, as different organizations define their strategies for the return to normalcy. “Normal,” however, is not a guarantee of a return to pre-pandemic routines and social/economic conditions: “normal” refers to the new paradigm under which we’ll find ourselves when quarantine policies are finally lifted.
In the USA and in many other countries around the world, distilleries have been identified as “essential” businesses that have been allowed to operate through the quarantine. Their tasting rooms (which represent the majority of the income for many of them), however, have been closed, forcing distillers to look for alternative sources of income. The most obvious income has been the production of high-proof alcohol for use as hand sanitizer, but having access to the fermentable materials (grains, fruits, sugars) has not been easy for them. Some distillers have joined forces with breweries, since they have large volumes of kegged beer that is turning –or has already turned- stale. Stale or not, beer makes a great fermented stock for distillers to extract the alcohol much needed by first responders and the general public to keep their hands clean.
The above is only a small example of the creativity needed to survive the current crisis. Will the new normal be inherently more collaborative, across small businesses? Will business owners sacrifice investment in growth in order to have larger cash reserves, to help them survive the next outbreak? Or will consumer demand be such that companies throw caution to the wind and grow voraciously, in order to make up the losses suffered through this pandemic?
I hope the new normal is defined by a stronger community bond and by consumers who appreciate more and reward their local/regional suppliers.
Cheers,
Luis Ayala, Editor and Publisher