The Irreverent Maverick uses wit and humour to challenge complacency and apparent comfort found in the bland. This challenger narrative is one of provocation, a poke in the ribs; deliberately setting out to entertain and engage. Their currencies are salience, talkability, the media spotlight – and perhaps an amused gasp of disbelief.
There’s no point making noise for the sake of it. We have to be making noise to bring attention to our beer.