Tumgik
#I got busy towards the end so ill be finishing these prompts though september
g0nefischin · 22 days
Text
Tumblr media
Yeehawgust 2024
Day 30 - The Big Empty
DARK DARKER YET DARKER
26 notes · View notes
writerman · 4 years
Note
Psst. Write a hanahaki disease fic for Barduil where Thranduil has it. You gotta write it.
Hey, anon, remember when you requested this probably like a year ago? Yeah, me either...
Anyway, here is what you asked for. I wrote over 7000+ words in a day to finish this asap.
My thanks to @morticia-butler​ for all the help looking up Hanahaki disease headcanons and an iconic line I simply had to include.
This is a long one so some of it will be under a readmore BUT you can also read all my other Barduil prompts via this fancy schmancy LINK
On to the story!
---------------------
8:30am. Thursday. September 17th. Just petals. 
The mirror reflected a pale and haunted image back at him while bright and vibrant yellow petals dusted the front of his pyjama t-shirt. 
Daffodils. 
His favourite. Thranduil, however, had come to detest the sight of them. The sunshine yellow flowers openly mocking him, their bobbing heads in the breeze seen as a gaggle of them laughing almost jovially at his situation. 
No point thinking on it in-depth, not when he could temporarily abate the problem. 
With such a thought in mind, Thranduil brushed the petals from his shirt into the sink and watched as they swirled in the water a moment before vanishing down the drain into the darkness. 
But there would be more. 
There was always more. 
A soft knock at the bathroom door stilled his hand as he reached for his toothbrush and he turned to see Tauriel watching him with concern. 
“I didn’t know you were visiting today, what are you doing here?” Thranduil’s voice was soft as he spoke, though, the lilting sound of surprise cracked his voice for a moment. “Had I known you planned to visit I’d have been ready by now. What are-” Thranduil watched as Tauriel leaned toward him, her hand brushed the fabric of his t-shirt as she plucked a petal still clinging to the fibres. 
“Dad, you said this had stopped!” The words rushed out and they were so loud as she held the petal up between them. While it hadn’t meant to come out so accusing, he could hear the dismay that coloured her words, it still felt harsh and Thranduil braced himself for a barrage of instructions to get himself to a doctor. 
“It was quelled for some time. The doctor gave me special inhalers that slow the spread but I’ve not had the time to contact the surgery for a refill.” He gestured to an empty inhaler laying innocently on its side by the sink. They had helped immeasurably and the majority of his family had believed the disease was done and gone. 
But Hanahaki was not that easy to be rid of, he knew and deep down his family knew that too. It was easier to think he had been cured than to do consider the alternative…
“I dropped by because I wanted to know if you felt like grabbing breakfast?” Tauriel turned from the bathroom door and wandered into her dad’s bedroom, his clothes were laid out already, she paced past the bed and back out into the hallway. “I’ll be downstairs, let’s go out still.” 
There was no time to respond and so Thranduil internally agreed to breakfast with his daughter. She and Legolas were the same in that they were strongwilled, always happy to make a decision and happy to make it for someone else too. 
They definitely had gotten that trait from him, even if he had mellowed somewhat with age. It was easy to recall his younger days with clarity, he walked tall never a curve to his back because he bowed to no one. 
He had been so headstrong and confident, even after his wife had died. People had come to him speaking softly with sincere condolences but Thranduil cast the sorrowful glances aside and carried on working. 
That felt like aeons ago now, Thranduil was more in touch with his emotional and mental health now, gave and took the time of others as freely as he should have when he was younger. Thranduil found value in the world where once he would have shunned it. 
Turning to look in the mirror, that pale and haunted face stared back but the eyes seemed less empty than they had earlier. Even with his disease there was still hope within him, it was choked and stuttering by the roots of the flowers in his chest and lungs but it was there. 
“I can’t give up, not yet.” He whispered to himself. 
They ended up heading to Tauriel’s favourite place for breakfast, it was a small family-run restaurant and the food was good. The cheery wait staff did not match the highly polished wood and marble of the place but it felt strangely homely all the same. 
It was while Thranduil perused the menu that Tauriel brought up the subject, or rather, the object of his disease to him. A public place so he would not make a scene, perhaps, or rather, she hadn’t thought of the setting and only wanted to relinquish her hold on the burning question she had within for months. 
“So, will you at least tell me who it is that did this to you?” Badly worded. No one had passed the disease onto him, that wasn’t how it worked and he knew Tauriel understood that. “Come on, dad. Do they know what they’ve done to you?” Of course, she was angry but why was she being angry with someone innocent in all of it? 
While the majority of the time Thranduil was able to ignore these unnecessary outbursts from his children, there were ofttimes when his frustration got the better of him and one of those times was now.
With hands loosely balled into fists resting on the tabletop, Thranduil pinned his daughter with an icy glare that quashed whatever words she had left inside to say on the matter.  
“I have told you time and time again, I will not tell you who it is. You know damned well that they are not to blame in this. You’ve seen the diagnosis, even though I’ve asked you to stay out of it, you’ve seen the words ‘ self-inflicted’ on the documents.” He voice was low but the chill in his words caused Tauriel to sit back in her seat and avert her gaze from his. 
“I’m sorry-” She stopped when the waitress came over and set down their coffee and a rack of toast. There was time enough between the waitress approaching and leaving for Tauriel to regain her composure. “I’ve read so much about this over the past few months, it might now be onesided that’s all.” She was right but the percentage was low.
Hanahaki disease was such an odd illness to contract, the phenomenon of flowers growing in a person’s chest and lungs due to unrequited or onesided love. The agitation of yearning and pining watered the blooms until the lungs were completely full and the chest cavity would split open with leaves and stems and petals spilling out and killing a person instantly if they hadn’t already died from suffocation. 
But that was only intense cases. There were ways to slow the spread and Thranduil was taking measures to ensure he could do such a thing. 
Regular therapy was one. His therapist was a wonderful woman who guided him through the process of coming to terms with his unrequited love. They spoke of how to be honest and open with the feelings he experienced and how to provide his own closure.
Though, they had many hurdles to jump. Thranduil didn’t believe in closure per se, to him revisiting something traumatic and uncomfortable merely reopened wounds. They’d spent many sessions focussing on the death of his wife and while it had helped immensely in allowing a belated grieving it ultimately had not helped with his predicament.
But he was not to call it a predicament his therapist had said. To remove the seriousness of the disease was to remove the value of his own life. There were many times she had asked him to look from the outside in and speak on the issues in his life as though they affected another person. It had helped and when things looked bleak or if Thranduil began to brush off the seriousness of his illness he would remind himself that he would not allow someone else to do that to themselves. 
The next most drastic step was surgery, but it was a temporary step and it slowed the spread of the disease. Researchers in the medical field studying Hanahaki always implied heavily that the physical manifestations of the disease were caused by the brain and thus Hanahaki was registered as a mental illness. 
It was why doctors pressed so hard for those that suffered to seek therapy. 
“I won’t be involving the person in this what so ever, Tauriel. Please, I ask again that you drop the subject.” How he had pleaded like this before and how it emotionally exhausted him to see the fear in her eyes every time she visited. 
It was all because he knew that one day she feared she’d find him lying dead, a bouquet of blood-stained flowers adorning his chest in a beautiful and grotesque display of the love that had plagued him. 
“I understand that you’re scared but I promise you I have no given up. I have an appointment with my therapist this afternoon and with my surgeon to discuss a date for surgery.” 
His words seemed enough to placate her for now and she instead busied herself with buttering some toast.
3:00pm Thursday. September 17th. Just petals.
“We spoke about your wife again last week, I noted that you requested we move on from the subject. Why do you feel you need to leave that subject alone?” The room was shaded from the bright Autumn sunshine streaming in from the window. 
Thranduil could see the glowing gold around the edges of the blinds and forgot where he was for a moment as he watched it flicker with the shadow of trees swaying the breeze. He couldn’t remember why he’d suggested they move on but it seemed the right course of action to him. 
“I just feel we aren’t focussing on the real problem.” When he spoke he made a point to look at her. Maintaining eye contact seemed important at that moment, he didn’t want her to think he was ruled by indecision. “My wife has been dead for years and we have already confirmed that, as much as I miss her, I have come to terms with her death and grieved appropriately.” Too business-like. As soon as the words had come out of his mouth he knew. 
The therapist merely ‘hmm’d’ in response and wrote something down. There was the internal battle to struggle with now, to explain himself to her or let her assume something of him that he would, personally, deem incorrect. 
“What is it you would like to speak about instead?” 
That was the problem, he didn’t really know. The only thing he wanted to ask was ‘How did you get over someone and quickly?’ but there wasn’t really much of an answer she would be able to give.
Magazines for years had offered ‘helpful tips to get over that person that doesn’t like you back!’ and Thranduil had put no stock in their, so called, wisdom. Now they didn’t publish these things, now they would ask you to seek help if you experienced any symptoms they listed on the page. 
Distraction techniques had been offered by his family in droves at the beginning when his diagnosis had been revealed. Nothing had actually helped because his mind would often wander to the object of his affection when he was practising a new hobby. 
“I think my need to rush these sessions is just because I’m scared of losing myself completely and if I do that, well, you know what happens.” Thranduil gave a half-hearted shrug, he barely lifted his shoulders but it was a shrug all the same and his therapist acknowledged it as so with a nod. 
“Everyone is scared of dying, Thranduil. Perfectly healthy people, people who have terminal diseases. Do you want to talk about your fear of dying?” 
He didn’t. 
They, instead, spoke of newer experimental ideas that Thranduil might have been interested in trying. She wrote out the prescription for the refill on his inhaler and made another appointment for a week later. 
It wasn’t often that Thranduil left the sessions more tightly wound than he had been when going in but he at least knew that he’d need something to talk about next week or they’d get back on the subject of his wife and he honestly didn’t think that was helpful. 
His next appointment was at the doctor's office, they wanted to schedule surgery but they had needed proof he was visiting his therapist before they would agree. It was a messy and an unfair condition but at least at the doctor's office he could get them to fill the prescription so it wasn’t too much of a wasted trip if they refused his surgery. 
1:00pm Friday. September 18th Foliage. 
The office was quiet now. 
Everyone but Thranduil had packed up for the day and headed out to start their weekends. It was a perk Thranduil had implemented years ago and it had been appreciated, even if it had been created to benefit him more so than his employees at the time. 
Nothing was waiting for him at home and there was plenty of paperwork to do so he poured himself a glass of water, took his inhaler and got comfortable at his desk reading through a brief for a new promotion. 
So engrossed was he in his work that he failed to notice someone entering the office and only when a takeout coffee cup was set before him did he move his gaze from the files he had been reading to intently. 
Looking up Thranduil ceased his movement almost instantly at the sight of his best friend Bard. The afternoon sunshine illuminated his handsome face with a soft golden glow, his brown eyes looked golden as he smiled down at him. His cheery countenance was always welcome and so was his gift of coffee but Thranduil could tell his friend was there with an agenda of sorts. 
“Haven’t seen you lately, Thran. You’re not holding yourself up in this office every night until late again, are you?” The concern, it left a shaking and aching hole inside Thranduil and that hole soon became clogged with stems and leaves, give the disease an inch and, well, that old adage. 
“No, I just had something to do here but it can wait. Did you need something?” To try and remain relaxed and carefree around Bard was increasingly difficult, more so when he had endeavoured to hide his disease from him as much as he could. 
“Hm, well, I just had the feeling that you’ve been avoiding me for a while if I’m to be completely honest.” Straight to the point, no beating around the bush for Bard and he had every right to be concerned because he was correct.
Perhaps it was more obvious lately that he had been trying to avoid Bard for a few weeks. Avoidance was never going to be the answer but this man was why he had the disease, or rather, what exacerbated it. There would never be a time he would place sole or even partial blame on Bard for what he was going through. 
“I’m sorry, I suppose I have been caught up in work recently. I’m absolutely not overworking myself before you ask. However, I’ve neglected my best friend and I think I owe you a drink, at least.”
“At least,” Bard repeated in agreement and he grinned, they didn’t move to get up. 
Thranduil busied himself with taking a sip of his coffee, it was a blond roast from Michael’s he could tell without even looking at the logo on the side of the cup. All the while he inwardly cursed the tightness in his chest and new shoots began to sprout and buds began to burst into bloom. 
There was no chance he could even begin to hazard a cough. It’d look like a cat had swallowed a canary. Or a man that had swallowed his feelings. 
For a short while, they chatted idly about what they’d done recently. Bard talked of hating the empty nest syndrome he was suffering now that Tilda had moved out, leaving the family home nothing but a ‘mausoleum of family memories that were visited by a spectre that had helped create them’. It was a dramatic sentence and Thranduil laughed aloud before offering something vaguely sympathetic to soothe his friend.  
“Can’t you clock out already, you own the business let’s get out while it’s still bright,” Bard complained as he rose from his seat and wandered toward the large window Thranduil sat with his back to. “The sun is still warm and we could probably walk to the pub instead of taking the car.”
“Walking to the pub suggests that you don’t wish to have a few drinks but one too many.” As much as he hoped he sounded wise, Thranduil knew Bard would have clearly taken it as a challenge. So they were absolutely going to get drunk that night and Thranduil couldn’t have been more terrified of that prospect.
“I haven’t seen you in ages, you’re my best friend and even if we both regret how bad we feel in the morning, age that does that to you, I want to get drunk with you, Thran!” Ah, old age hadn’t fully caught up with Bard yet, he was vibrant and energetic and hot. Gods above was that man gorgeous. 
That was where it all began though, Bard had blazed into his life when they were in their early 30’s. Thranduil had just lost his wife and was trying to juggle a career and two grieving kids. 
Bard and his wife Anya had helped him. They took the kids to school and picked them up and fed them so Thranduil could… do what? He couldn’t even remember now- he hadn’t grieved that was for sure!
With a 10 year and an 8-year-old broken over the loss of their mother and having no support from their emotionally unavailable father, Tauriel and Legolas had grown up to be quite well adjusted. Though, some of that might have been the therapy they’d gotten as suggested by their school. 
It had happened only 2 years later, Bard lost Anya and he was thrown into a situation similar to Thranduil’s and the roles were reversed. Sigrid and Tauriel grew up like sisters and were still close because of how often they saw one another. They bonded strongly over what had happened to their mothers and became each other’s strength when they needed it.
The same happened with Bard and Thranduil, they became close friends. They took the children on holiday together, camping or water parks and spent their weekends finding activities for the kids that they too could take part in. 
For a while, it had been just friendship, but then as the children grew up and wanted to spend less time with dad and more time with friends they found company in each other more often than not. 
Then Tauriel and Legolas moved out for university, Sigrid and Bain left Bard for the same reason, Tilda was always adventuring with her friends and so when the empty house became too much they would go out. 
Dinner, drinks, a walk in the park, catch a movie or two. 
Innocent stuff, but Thranduil allowed himself to get comfortable and in letting his guard down he let feelings in that he had tried to avoid from the moment he met Bard. 
The problem was when Anya died Bard told Thranduil he couldn’t ever see himself falling in love with another person again. 
This was proven time and time again over the years, dates would happen once or not at all with people that could have been his perfect match, and eventually, Bard learned to ignore anyone that tried to flirt with him. A suggestive smile or even a compliment was brushed off as nothing more than friendly and the more unattainable he became the more Thranduil realised he was in love with him. 
A terrible turn of events to be sure, and now he suffered daily for it with petals littering his pillows and flowers choking out his lungs. 
“Are we going out then?” Bard’s voice cut through the memories Thranduil was replaying in his mind for the hundredth time and how thankful he was when he did. The blooming of the flowers in his chest increased with the thoughts of Bard. 
To say no to the request would put a strain on their friendship. Bard had already noticed that he was being avoided and it would do them no good for Thranduil to continue that. So, with a nod, he got up from his seat and grabbed his jacket. 
“It is a nice day, let’s walk to the pub then.” Intoxication was the last thing he needed but to keep up the charade that all was fine he’d need to at least try and play along. To play the role of a man in perfect health, body and mind, didn’t seem easy but he had to try. 
He would try because he loved him. 
10:45am Wednesday. September 30th. Bursting Blooms.
It was classed as routine surgery but Thranduil couldn’t imagine how hard it would be to slice someone open and remove flowers stamen to stem to root. Temporary as it was, he was thankful they had managed to organise it so quickly, his outing with Bard and the subsequent dinner the night after meant that his condition rapidly grew worse as time went by in the company of his best friend. 
He’d woken to more petals on his pillow than he had ever seen before and his breathing laboured. Even coughing to free up space didn’t work and instead, he was gifted with near whole flower heads landing in his hands.
The kids were horrified as they watched this because of course, it would have happened while they visited. Which led to him having to listen to endless ‘You should go to the hospital right now.’ in a chorus from them both until he showed them the inhalers. 
They sat either side of him in the waiting room now. 
Legolas bounced his leg continuously looking around the waiting room for something to distract him. He’d taken time away from University to be there to help with recovery. 
Tauriel chewed her nails and checked the time on her phone every couple of minutes as if time flowed differently in a hospital waiting room. 
There was no cause for his anxiety to manifest when he was sat between two that were already doing all the work for him. Sadly, he had no words to calm them of their fears because he was just as afraid. 
“Have people died from this surgery, dad?” Legolas piped up out of the blue, he sounded so young in that moment and Thranduil felt guilt course through his veins like ice for putting his children through something like this again. 
When he didn’t answer Tauriel did for him and she shook her head even though Legolas was focussing more on a poster across the room than on anything else. 
“No, because the surgery, while invasive to a degree, only removes some of the plants. They don’t fully remove everything because they simply can’t. Dad is going to be ok, more ok after this than he is now.” Her confidence only shaking by the tremor in her voice and Thranduil hoped Legolas couldn’t hear it. 
“Hmm, ok.” Pensive now Legolas falls silent but his leg continuous to bounce but not as animatedly as before. He was not calmed but something in her words convinced him that the surgery would be fine. 
Though, he didn’t understand why she would lie to him like that. His son was perfectly capable of looking up the survival rate on his phone, it was low just as low as the rate of people that were cured by expressing their feelings to their heart's desire. 
They were approached by a nurse in scrubs. 
“Mr Oropherion, if you would like to come this way.” 
1:56pm Wednesday. September 30th. Roots. 
Someone was gently squeezing his arm.
“Thranduil, you’ve just come out of surgery. Can you hear me?” The same nurse that took him in was now waking him. “We need you to respond to know you’re ok.” 
Nothing felt real yet he managed to croak out something akin to an ‘I’m fine’ but that was it. The need for sleep and an excruciating pain rushed over him and he groaned hands gripping the sheets as he waited for it to subside. 
“Out of 10, 10 being very painful and 1 being not painful at all how do you feel?” The nurse was holding a clipboard and a pen, they looked down at Thranduil with an expectant look and merely blinked blankly when Thranduil didn’t respond right away.
He needed more time than this to consider everything, on the one hand, he could breathe on the other the pain of being sliced open and stitched back together was awful. 
“Ah… 8 maybe?” His whole body shook as he came out of the anaesthetic and all he wanted was to leave his body while it was in this state and return when he was at home comfortable in his own bed with a cup of tea. 
His time in the recovery room was short and he was wheeled into a private room where he was greeted with the grim face of his best friend. Bard looked awful, pale and he seemed to have aged 10 years all with concern etched deep into his face. 
“You were having important surgery and just elected not to tell me?” It was quiet, so quiet that Thranduil almost didn’t hear him speak. It wasn’t until they were fully alone after someone had administered strong painkillers, that Thranduil finally acknowledged what Bard had said to him. 
“I didn’t need more people worrying about me than was necessary. I’m sorry, Bard. I should have told you but I didn’t want you to ask what the surgery was.” If he was honest, he still didn’t want Bard to know and if he asked him then and there he would outright refuse to tell him. 
Even if keeping such secrets ended their friendship it would be safer then, the heartbreak of losing him as a friend was all the cure he needed and it would continue to protect Bard from the truth. 
“If you had just told me that I could have been here for you from the beginning! Instead, I get a call from Tauriel asking me to come by and sit with Legs because she had to go grab something from home. I had no idea what she was talking about so you can probably expect a gushing apology from her later.” Bard dragged a hand through his dark hair, now laced with silver, as he started to pace. 
It wasn’t fair. 
Life wasn’t fair but this was kicking a man while he was down! 
“I’m sorry, Thran. I didn’t mean to come in and just… yell at you. How are you feeling, are you ok?” Bard moved towards the bed and poured a glass of water out and handed it to Thran who took the offering gratefully and slowly sipped the cold water in trembling hands. 
“Why can’t you tell me what the surgery was?” Bard pulled up the visitor chair so he was sad right by Thranduil’s bedside. For a moment he seemed indecisive in his actions until he, apparently, had a moment of clarity and took Thranduil’s hand in his. “Is it… cancer?” The words were uttered almost reverently as though he was afraid to speak the words any louder than a whisper. 
Could he lie and say yes? 
Oh, how disrespectful he would be to cancer survivors and those who had lost their battle. No, he could not lie and so he shook his head feeling more forlorn with each passing minute. The desperate need to wrench his hand from Bard’s was unbearable, the heat of the man’s hand seared into his skin and he couldn’t think straight wondering how it would be to hold his hand and know he loved him back. 
Something inside him grew and already a new bloom began to sprout. 
This was too dangerous. 
Gods, he was dying and yet he still thought he had a chance with this man sat at his bedside holding his hand whispering words to him like a prayer. 
Eventually, he knew he’d had to put an end to all of this. 
How he wasn’t sure. 
8:36pm Saturday. October 10th. Stems. 
The children had just left, left with promises to be there again in the morning but Thranduil waved them away and told them it was not necessary to coddle him in such a way. The look on their faces told him he really had no say in the matter what so ever. 
The surgery results were more temporary than he’d have liked, petals had started appearing again after a mere 10 days. With the inhalers they were few and far between but only 10 days of respite. His scars not yet healed from the procedure! 
All in all, it seemed to have been a waste of time but at least he was still able to breathe with relative ease, though emotionally it seemed he was breathless. Legolas and Tauriel barely gave him a second alone and were hawks when it came to spotting petals.
At first, they’d been nigh hysterical but Thranduil had calmed them down and explained that these things happened and that he was still able to breathe well enough so there was nothing to worry about. 
They hadn’t believed him. Not even for a second but they were distracted enough to come down from the height they’d been at in their worry. 
The doorbell rang not even 5 minutes after the children had left and Thranduil assumed one of them must have left something behind, so when he opened the door to find Bard on the doorstep he was surprised but ushered him all the same. 
“It’s late, what are you doing here?” Thranduil shivered and pulled the long misshapen and baldy knitted cardigan tightly around himself. It had been a gift from Tauriel, she had knitted it and then proceeded to never try knitting again yet Thranduil adored the huge thing that near drowned him. “Aren’t you coming inside?” 
He noticed after a moment that Bard lingered a little too long at the door and seemed frozen by indecision. It wasn’t like him to be unsure of something so Thranduil prodded again. 
“Are you coming in?” But Bard wasn’t looking at him, he was staring at the cardigan and feeling self-conscious Thranduil wrapped his arms around it trying to cover the large holes, but Bard kept staring until Thranduil actually become protective of the garment and snapped at him. 
“What are you looking at?” Much like Tauriel had done before, Bard leaned forward and between his finger and thumb pulled a yellow petal away from Thranduil’s clothing, it seemed much brighter in the gloom of the autumn evening. 
It seemed enough for Bard to piece together the truth and he looked dismayed, his shoulders dropped and his head dropped for a moment before he forced himself to look up at his friend. 
“Is.. this why you had surgery?”
“Let’s not do this on the steps outside, come in and I promise I will answer all of your questions.” That seemed to put him in motion and with a short nod, Bard stepped into the warmth of the house and Thranduil shut the door. 
“How long have you had this?” 
Straight to the point, Thranduil had hoped he’d be given the chance to offer tea or something else before Bard started grilling him for answers. Honestly, though, he knew the question Bard wanted an answer to the most and Thranduil didn’t think he had it in him to tell him that, not yet at least. 
“Hmm, a year now, maybe?” It had been so long since he had been without the cursed disease and he hadn’t exactly been counting, seeing it was more a count down to his death if he truly tried to rack up the days. 
“Is there a cure, will you die from this?” The panic appeared from nowhere and Bard bit his lip as he tried to work out what he wanted to do next, he seemed to want to cross the room toward Thranduil and pace so to put a stop to either Thranduil made him sit down. 
“I will make tea and answer those questions when I come back.” One of them had to remain calm, while he would have loved to have thrown away his composure and screamed to the Heavens that life wasn’t fair he didn’t think it would help his situation in the slightest. 
When he returned with the tray Bard was stood again but this time by the fireplace looking at the family photos set out across the mantle. They were mostly of himself with the kids, one of is and Bard’s family all together on a camping trip and one of his wedding day. 
“Hanahaki, huh?” He must have googled it while Thranduil was in the kitchen, that was fine but he probably knew more than Thranduil would have liked now. “So the surgery you had was to remove some of the flowers… ah, I can’t pretend like I’m not going to ask. Who is it that did this to you, Thran, who is the one that can’t or won’t love you back?” The tone seemed one of incredulity, as though Bard couldn’t quite believe there was anyone in the world who couldn’t love Thranduil.
But there was. 
“Does it matter who and isn’t it better to see that I am trying to get better instead of giving up?” Deflect the question by asking a question, the only thing he could do as he poured tea and tried to stop his hands from trembling. “I am doing everything the doctors say I should.” 
“Which is?”
“Haven’t you just checked the internet for all of this?”
“Well, yeah, but I want to hear you say it, that’s all.” The conversation was going nowhere because Bard clearly couldn’t stand not knowing who this person was that had captured Thranduil’s heart and refused to return it. 
“I have therapy every week, I have inhalers to slow the spread of the blooms and recently I had surgery to remove the majority of the blockage but the roots are deep.” Such a drastic admission and so unfair to reveal his imminent death so casually. 
Taking a sip of tea, Thranduil watched Bard’s face cycle through several emotions before settling on… nothing. Instead of responding Bard merely added some sugar to his tea before lifting it to his lips to drink. 
“So, you were just planning on dying without telling me?” The words came out flat as though the conversation was casual yet boring. He had hurt his friend that much he was sure of but there wasn’t really much of anything he could say to soothe him now. Bard had been right, and what Thranduil had thought was caring and helpful turned out to be more selfish than anything else. 
“No, I would never do that to you, Bard. I don’t want to keep these things from you but please see this from my perspective. This isn’t something I want to scream from the rooftops- ‘LOOK AT ME EVERYONE I AM DYING BECAUSE THE PERSON I LOVE DOESN’T LOVE ME BACK AND I AM NOT EMOTIONALLY STABLE ENOUGH TO ACCEPT THAT!’ why would I want to reveal my weakness to someone? If Legolas and Tauriel hadn’t found out I would not have told them either!” He didn’t like being weak like this, not after a life of being seen as an unshakable strength a rock that you could rely on. Everything was beginning to crumble why would he want to bare his soul now? 
“Fine but don’t think I can just forgive you for hiding this from me. After everything we’ve been through together you just fail to tell me that, 1) you’re in love with someone, and 2) You’re dying because of it.” Bard set down his cup a little too hard and pushed himself to his feet and headed for the door. “I… I have to go, Thran. I’m sorry.” 
He was on his feet in seconds following Bard to the door but the man was already in his car by the time he got out onto the steps to call him back. 
“You don’t understand…” Thranduil whispered as he tugged at the cardigan pulling it tight around him against the chill. “I didn’t tell you to save you from the guilt that I know you’d feel.” Of course, the words merely dissipated into the cold night air and the vapours trailing each word rose into the sky before vanishing completely. 
At least the universe heard his admission of the truth. 
4:00pm Friday, December 11th. Nothing but a memory. 
They had given him a clean bill of health. 
No roots, stems, stamens, petals, not even a leaf remained. The flowers had wilted and withered to nothing and Thranduil took an easy deep breath as he left the doctor’s office. It was a chilly December evening and he was adjusting his scarf when Legolas nearly bowled him over running into him his arms thrown around his neck in a tight embrace. 
“I heard the news! You’re better now for good?!” The excitement in his son’s voice brought genuine tears to Thranduil’s eyes and he buried his face in Legolas’ golden hair for a long month savouring the warmth his son gave. 
When they broke apart Tauriel was stood by her car, the engine still running. They must have just arrived as he was leaving. She gave him a cheery wave before climbing into the car to shut off the engine. 
Thranduil hadn’t confessed his feelings to Bard and Bard had not confessed his to him. Instead, he had worked hard to understand that sometimes your feelings just were not reciprocated and that was ok. 
Platonic love was just as good as romantic love, sadly, he hadn’t been able to speak to Bard since he’d walked out on him all those weeks ago. While he would always love Bard he understood that what he had done was hurtful and if he’d been given the chance he wished he could apologise. 
It had never been his intention to hurt his best friend but he had been so caught up in his own pain he had forgotten to consider those nearest and dearest to him. How had it been fair to hide such a horrible problem from those he held dear? 
“Have you heard from… him?” Tauriel knew everything now, she’d gotten it out of him not long ago, he was at his lowest and needed someone who might understand. It was not his proudest moment, leaning on his daughter emotionally for support, but she had been steadfast in her support of him that it seemed so easy to tell her everything. 
Thankfully, Tauriel didn’t hold the reaction Bard had against him. 
“I had been angry just like him too, remember?” 
Oh, she had, she had screamed murder in his home, right in the centre of the living room, when she had realised and didn’t speak to Thranduil for days. It was the longest she had ever gone without talking to him before, a whole 6 days until she came around and they talked about what it meant for the family. 
But now they were fine, life could resume. Thranduil could live with seeing them without the soft concerned glances Tauriel and Legolas would exchange when his chest grew tight and he wheezed as he tried to grasp a full breath. 
If only he could repair his relationship with Bard. There weren’t many he shared his life with and losing someone was extremely noticeable when that someone was fully apart of his daily life.
Even visiting his usual haunts proved useless. There didn’t seem to be a trace of him anywhere and Thranduil was much too much of a coward to walk right up to his door and demand to be let in. 
Yet, none of his calls were returned or his texts answered. When Tauriel asked Sigrid if her dad was ok she just shrugged and said he wasn’t doing anything unusual of late, but he had been grabbing a drink with workmates more often. 
That wasn’t a cause for concern as Bard had always been the friendly and sociable type. 
Whatever was going through his friend's mind he sincerely hoped he would take the time to consider contacting him so they could talk. There were only so many text messages he could send without looking incredibly desperate. 
5:30am Tuesday, December 24th. Easy breathing. 
A shrieking doorbell and the sound of continuous banging on the door jolted Thranduil awake and he swore loudly as he tumbled out of bed and shuffled wearily down the stairs. Whoever it was had better have a fantastic reason as to why they had to get him up at stupid o'clock in the morning!! 
When he pulled the door open to see a rather dishevelled Bard using the door frame to hold himself up the air in Thranduil’s lungs seemed to vanish. He stood motionless for a good 30 seconds before helping Bard inside. 
“You absolutely reek of alcohol. What are you doing here?” 
There was silence proceeding his question and, at first, Thranduil thought the man had fallen asleep on the sofa where he had collapsed but it appeared he was just thinking of the best response. 
“I had to see you.” Surprisingly he didn’t sound drunk and Thranduil considered that the cold must have sobered him up. For his own mental health, he decided against asking him what he meant about having to see him. 
“I don’t know about you but the larks aren’t even up yet and I am tired. Let me make some coffee for the both of us and we can see if I can’t get some sense out of you.” As he turned to move Bard’s hand shot out and his fingers curled around Thranduil’s wrist tugging him backwards with ease. 
“No, let me speak to you, hasn’t it been long enough already?” A sleep-deprived gravelled tone did not suit Bard and Thranduil could see dark circles around his eyes. Whatever had been on Bard’s mind of late must have had him up around the clock. 
“You were the one that decided you’d had enough of me, remember?” 
Those words caused the man before him to relinquish his grip on Thranduil’s wrist and he just gave a nod but when Thranduil didn’t move he took a deep breath and began to speak. 
“I’m sorry that I made it about me. There wasn’t even a second where I considered how scared you must have been to know that any day could have been your last.” 
“Yes, well, thankfully those days are behind me now.” 
Like a shock of electricity had gone through him Bard jumped to his feet looking this way and that before having the decency to look genuinely apologetic. 
“Did I interrupt your sleep with them?” In the light of the living room, Thranduil got a better look at him and something inside him clicked into place and he had to withhold a groan when he realised he had definitely, once again, fallen in love with his best friend. 
“There is no one, the person I was in love with, I’m not in love with them now. It took a long time to come to terms with the fact they did not care for me the way I wanted but I am better because I started to love me more.” Oh, what a liar he was. Yes, he did care for himself a lot more but he was falling right back into the rut he had been not 8 weeks ago. 
The second he started spitting petals he was going to wring Bard’s neck. There was no way he was going through all that again!
“There’s no one, ah, good. That means I have a sliver of a chance to ask you out on a date then.” 
No, no he wasn’t doing any of this without coffee. As much as he wanted to address every single word the man had just uttered he wasn’t doing this without caffeine and maybe some toast. 
Without a word he walked off into the kitchen and, like a lost puppy, Bard obediently trotted in behind him trying to get his attention. No, no, no, he was going to fill the machine with coffee beans and put bread in the toaster then he was going to get the toaster and throw it at Bard’s head! 
Whipping round to face him, Thranduil grabs a fistful of Bard’s shirt and pulls him close enough that they are nearly nose to nose. 
“You’re telling me that you have developed feelings for me in the past 3 months I have been in recovery?” 
Fear was the only emotion in Bard’s eyes and they were wide to the point the whites almost exceeded the iris. It would have been funny if Thranduil hadn’t wanted to throttle the man where he stood. 
“Well, I wanted to tell you I loved you as soon as you opened the door but you’re so scary when you’ve just woken up. You’re scary now, please don’t kill me. I love you!” 
That was it. 
“You LOVE me? Is that so Mr I Will Never Love Again? IS that so?!” There was a mixed bag of emotions stirring up inside him but mostly the murderous intent was winning out. Killing Bard wasn’t really on the cards but he wasn’t going to let the man get away with nearly killing him for over a year even if he had no idea it was his fault. 
“You are very, very, very lucky that I just so happen to love you, too.” The iron grip on Bard’s shirt relaxed and he tried his best to smooth the deep wrinkles but it was not to be. Regardless, he had Bard looking at him with a sappy grin plastered over his pale face like he’d been told he’d won the lottery and not the affections of a highly problematic male. 
“R-really?” 
“As much as it now pains me to say this, yes, I do love you so very much. So much so that my heart could burst if I tried to contain it any longer.” The thumping of his heart was so hard in his chest that he was sure Bard could have heard it if he’d tried. Somehow things were falling into place now with such little effort. 
There had been a chance Thranduil would have found himself bitter about the whole thing and shunned Bard’s advances. Revenge should have been high on his list with the grinning idiot before him but he couldn’t bring himself to do anything other than lean in and press a kiss to his Bard’s lips. 
“Really, really.” 
57 notes · View notes
wineanddinosaur · 5 years
Text
The U.K.’s Cloudwater Brew Co. Is Starting Conversations Over Alcohol-Free ‘Adult Soda’
Paul Jones has nothing against craft beer — hell, he co-founded one of the U.K.’s most successful craft breweries. The man behind Cloudwater Brew Co. does, however, find certain things lacking in this space.
“I’m no longer drawn to intoxication as I was 20 years ago, as a means of self-medication or numbed self-acceptance,” Jones wrote in a blog post announcing Cloudwater Soda in September 2019. “I’m drawn because craft beer is innately social, and it tastes damn good! Too often though, beer spaces provide no compelling alternatives to alcohol, and too often, non-beer spaces lack the cheer, comfort, or atmosphere of the best taprooms, pubs, or bars.”
That’s why Cloudwater recently debuted a range of, as the cans themselves describe, “adult soft drinks infused with flavors from the brewery.” Though “low-” and “no-” alcohol cocktails are increasing in select bars, and companies like Seedlip and individuals like former NYC bartender John deBary are introducing non-alcoholic spirits, the craft beers with cult followings tend to be hard-hitting IPAs and barrel-aged stouts. Cloudwater is looking to break this pattern.
Founded in Manchester in 2014 by Jones and then-head-brewer James Campbell, Cloudwater is one of the U.K.’s most prominent young breweries, winning numerous awards including second-best brewery in the world in the 2018 Ratebeer Best, and a fervent international fanbase.
Jones hopes Cloudwater’s sodas speak to drinkers like himself.
“I’ve never really cared for saccharine sweet soft drinks,” Jones says, “and I’ve found alcohol-free beer to be both a partially flawed concept, and mostly very poor in flavor (though some newer brands are making some lovely alternatives). I wanted to create drinks that could be as exciting as the beers we’ve grown a reputation for making, but without added sugar, or without trying to somehow remove alcohol from beer.”
Originally called “Good Call Soda”— multinational brewery Heineken enforced a rebrand in light of the slogan for its subsidiary Foster’s “Good Call” — Cloudwater Soda launched with two flavors using popular craft beer hops: Mango and Citra Sour, and Green Tea and Simcoe.
Photo Courtesy of Cloudwater Brew Co.
“Soda gives us a much broader platform,” Jones says of the reason to create sodas, as opposed to going down the alcohol-free beer path. “Rather than trying to mimic the flavor of our beers, we’re taking delicious whole ingredients — hops that I’ve gone to origin to select — and making delicious drinks without trying to avoid or remove anything.”
Jones continues: “Alcohol-free beer is only good for when drinking a beer would already be acceptable, whereas soda can fit any time from morning to the end of the night. … I regularly drink a can of our Green Tea and Simcoe soda in the morning at my desk at work. Drinking an alcohol-free beer at that time would be really, really weird, and maybe a little problematic, too.”
Anja Madhvani, Cloudwater’s soda brand ambassador, feels that, while the purpose is often to make beer inclusive to those who aren’t consuming alcohol at a particular moment, alcohol-free and low-alcohol beers often have the opposite effect.
“There are many people for whom alcohol-free equivalents aren’t appealing,” she says. “Some people have never consumed alcohol for religious or lifestyle reasons, and many people who have struggled with alcohol choose to avoid alcohol-free beers because they find it triggering and worry that it could push them towards full strength counterparts.
“Soda,” she continues, “gives us a chance to meet these consumers with something complex and mature, without raising any conflicting feelings about booze.”
Beyond simply looking to diversify non-alcoholic options available, especially within the context of the craft beer industry where few other offerings exist, Cloudwater Soda also stems from a place of great importance to both Jones and Madhvani: mindfulness.
“I’ve worked in this industry for almost 12 years now, and I’ve had a real love affair with beer, with drinking in general,” Madhvani says. “But these days I try to be more mindful, not only in my drinking, but in all aspects of my life. It comes down to being happy and living in a way that aligns with our basic wants and needs.”
After falling ill last year, Madhvani was forced to reconsider her relationship with alcohol. That served as a catalyst to look at alcohol consumption in general.
“I had struggled with my mental health and working in the industry exacerbated that,” she says. “We often drink without thinking about why, and for me I know that stress and the need to switch off is a big factor. The last couple of years have been a steady journey of finding balance with drink, and it has been absolutely essential to getting me to the point I’m at now. Of course everyone is unique, but collectively as a nation we could do with being more mindful in the way that we create, market, and consume alcohol.”
Jones agrees this approach is “absolutely vital,” adding, “We react, feel aversion to things, or yearn for things for a great many reasons, but if you’re drinking to help you relax and you instead end up sad or upset, or you’re drinking to help yourself enjoy your social life more, but you wake up feeling dreadful, or don’t see friends that aren’t meeting you down the pub, it’s good to become aware of that.”
Photo Courtesy of Cloudwater Brew Co.
Although not available in the U.S., many U.K. retailers are stocking Cloudwater Soda, including Beer Merchants, an online retailer based in Aylesford specializing in Belgian and British craft beer. Luke Kulchstein, Beer Merchants director, says stocking the soda was an easy decision.
“As consumers become more interested and educated when it comes to premium or craft produce, be this food produce, beers, clothing, or whatever, it bleeds over into other aspects as well,” Kulchstein says. “For the drinker who is either cutting down/driving that night/pregnant etc., they are more prepared to look at an NA beer or craft soda brand over a more traditional soft drink these days.”
Beer Merchants has worked with Cloudwater since the brewery was founded, too.
“We aim to have a great range across all drinks types,” Kulchstein says. “There is no point going to the trouble to have the best beers and then let down the designated driver or spirit drinker in the group. I think having a range of carefully crafted soft drinks is important to have alongside low/no beers for exactly this reason. If you want to have the best range, you need it to also be diverse.”
With the beer world diversifying its palate seemingly daily, from the influx of NEIPA to brut IPA, all the way through to the hard seltzer craze, it’s no surprise to see an innovative brewery creating a new category within its offerings. It’s unlikely Cloudwater will be the last to do so, either.
Despite the U.K. having lower exposure to drinks such as seltzer water and kombucha — which arguably means there’s greater room for a soda offering such as Cloudwater’s — as a whole, Jones believes the U.K. is simply a better fit for a brewery-produced soda, given a different attitude to alcohol consumption than in the States.
“The U.S. has got a problem when it comes to alcohol consumption and moderating that when it comes to their consumership,” says Jones, who believes modern breweries worry “that coming out with everyday drinking beer is not going to put them on the map. I think that U.S. breweries are being compromised by the fact that they can’t really engage in an authentic conversation with their consumers about alcohol consumption, because a lot of breweries are coming to the market with strong beer, and that’s the center of their business.”
Jones has voiced concerns over the direction the global beer industry is heading in terms of the health of contemporary beer drinkers: With higher ABVs becoming the norm and with higher finishing gravities and calorie contents than ever before, his view is that breweries need to open up dialogues with consumers about consumption and their health, and also to moderate their own output. Ever leading by example, Cloudwater dropped the average ABV across their entire range by 0.5 percent.
In the U.S., where the perception of sessionable beer is 1 or 2 percent higher ABV than in the U.K., approaching lower-alcohol offerings is harder given the prevalence and huge popularity of higher-strength options. “If we’re going to approach the marketplace and prompt them to think about something, it’s a bit weird to flip that conversation round again a day later and say ‘see you on Sunday for the Double Crunchy 8 percent Triple Lactose beer,’” says Jones. This fictitious beer brand joins a long list of actual beers named and concocted with similar ingredients in both the U.S. and U.K.
“I think a lot of craft breweries actually don’t really have the opportunity to approach a no-alcohol, low-alcohol, or soda market because they have never faced their brewery’s output in that direction at all,” Jones says.
Perhaps this will change as consumers’ relationships with beer mature and individuals seek moderation, as Jones has found to be the case among Cloudwater’s consumer base. With internationally recognized breweries such as Cloudwater leading this charge, we may soon see more following suit, prompting a shift in attitude toward the production of lower-ABV products.
Photo Courtesy of Cloudwater Brew Co.
In the U.S., however, he feels that it may take some time.
“I can’t speak for others in the industry, but I want us to look back on every year and know we did what was right by our customers,” Jones says. I want people to think about what they’re drinking, and feel the deepest sense of relaxation that comes from knowing exactly what they’re putting into their body.
“Independent breweries need to think about how to address customers’ long-term health concerns as fully as possible,” he continues. “If we get it right, we can make long-term relationships with our customers work well for us all.”
The article The U.K.’s Cloudwater Brew Co. Is Starting Conversations Over Alcohol-Free ‘Adult Soda’ appeared first on VinePair.
source https://vinepair.com/articles/cloudwater-soda-mindful-drinking/
0 notes
isaiahrippinus · 5 years
Text
The U.K.’s Cloudwater Brew Co. Is Starting Conversations Over Alcohol-Free ‘Adult Soda’
Paul Jones has nothing against craft beer — hell, he co-founded one of the U.K.’s most successful craft breweries. The man behind Cloudwater Brew Co. does, however, find certain things lacking in this space.
“I’m no longer drawn to intoxication as I was 20 years ago, as a means of self-medication or numbed self-acceptance,” Jones wrote in a blog post announcing Cloudwater Soda in September 2019. “I’m drawn because craft beer is innately social, and it tastes damn good! Too often though, beer spaces provide no compelling alternatives to alcohol, and too often, non-beer spaces lack the cheer, comfort, or atmosphere of the best taprooms, pubs, or bars.”
That’s why Cloudwater recently debuted a range of, as the cans themselves describe, “adult soft drinks infused with flavors from the brewery.” Though “low-” and “no-” alcohol cocktails are increasing in select bars, and companies like Seedlip and individuals like former NYC bartender John deBary are introducing non-alcoholic spirits, the craft beers with cult followings tend to be hard-hitting IPAs and barrel-aged stouts. Cloudwater is looking to break this pattern.
Founded in Manchester in 2014 by Jones and then-head-brewer James Campbell, Cloudwater is one of the U.K.’s most prominent young breweries, winning numerous awards including second-best brewery in the world in the 2018 Ratebeer Best, and a fervent international fanbase.
Jones hopes Cloudwater’s sodas speak to drinkers like himself.
“I’ve never really cared for saccharine sweet soft drinks,” Jones says, “and I’ve found alcohol-free beer to be both a partially flawed concept, and mostly very poor in flavor (though some newer brands are making some lovely alternatives). I wanted to create drinks that could be as exciting as the beers we’ve grown a reputation for making, but without added sugar, or without trying to somehow remove alcohol from beer.”
Originally called “Good Call Soda”— multinational brewery Heineken enforced a rebrand in light of the slogan for its subsidiary Foster’s “Good Call” — Cloudwater Soda launched with two flavors using popular craft beer hops: Mango and Citra Sour, and Green Tea and Simcoe.
Photo Courtesy of Cloudwater Brew Co.
“Soda gives us a much broader platform,” Jones says of the reason to create sodas, as opposed to going down the alcohol-free beer path. “Rather than trying to mimic the flavor of our beers, we’re taking delicious whole ingredients — hops that I’ve gone to origin to select — and making delicious drinks without trying to avoid or remove anything.”
Jones continues: “Alcohol-free beer is only good for when drinking a beer would already be acceptable, whereas soda can fit any time from morning to the end of the night. … I regularly drink a can of our Green Tea and Simcoe soda in the morning at my desk at work. Drinking an alcohol-free beer at that time would be really, really weird, and maybe a little problematic, too.”
Anja Madhvani, Cloudwater’s soda brand ambassador, feels that, while the purpose is often to make beer inclusive to those who aren’t consuming alcohol at a particular moment, alcohol-free and low-alcohol beers often have the opposite effect.
“There are many people for whom alcohol-free equivalents aren’t appealing,” she says. “Some people have never consumed alcohol for religious or lifestyle reasons, and many people who have struggled with alcohol choose to avoid alcohol-free beers because they find it triggering and worry that it could push them towards full strength counterparts.
“Soda,” she continues, “gives us a chance to meet these consumers with something complex and mature, without raising any conflicting feelings about booze.”
Beyond simply looking to diversify non-alcoholic options available, especially within the context of the craft beer industry where few other offerings exist, Cloudwater Soda also stems from a place of great importance to both Jones and Madhvani: mindfulness.
“I’ve worked in this industry for almost 12 years now, and I’ve had a real love affair with beer, with drinking in general,” Madhvani says. “But these days I try to be more mindful, not only in my drinking, but in all aspects of my life. It comes down to being happy and living in a way that aligns with our basic wants and needs.”
After falling ill last year, Madhvani was forced to reconsider her relationship with alcohol. That served as a catalyst to look at alcohol consumption in general.
“I had struggled with my mental health and working in the industry exacerbated that,” she says. “We often drink without thinking about why, and for me I know that stress and the need to switch off is a big factor. The last couple of years have been a steady journey of finding balance with drink, and it has been absolutely essential to getting me to the point I’m at now. Of course everyone is unique, but collectively as a nation we could do with being more mindful in the way that we create, market, and consume alcohol.”
Jones agrees this approach is “absolutely vital,” adding, “We react, feel aversion to things, or yearn for things for a great many reasons, but if you’re drinking to help you relax and you instead end up sad or upset, or you’re drinking to help yourself enjoy your social life more, but you wake up feeling dreadful, or don’t see friends that aren’t meeting you down the pub, it’s good to become aware of that.”
Photo Courtesy of Cloudwater Brew Co.
Although not available in the U.S., many U.K. retailers are stocking Cloudwater Soda, including Beer Merchants, an online retailer based in Aylesford specializing in Belgian and British craft beer. Luke Kulchstein, Beer Merchants director, says stocking the soda was an easy decision.
“As consumers become more interested and educated when it comes to premium or craft produce, be this food produce, beers, clothing, or whatever, it bleeds over into other aspects as well,” Kulchstein says. “For the drinker who is either cutting down/driving that night/pregnant etc., they are more prepared to look at an NA beer or craft soda brand over a more traditional soft drink these days.”
Beer Merchants has worked with Cloudwater since the brewery was founded, too.
“We aim to have a great range across all drinks types,” Kulchstein says. “There is no point going to the trouble to have the best beers and then let down the designated driver or spirit drinker in the group. I think having a range of carefully crafted soft drinks is important to have alongside low/no beers for exactly this reason. If you want to have the best range, you need it to also be diverse.”
With the beer world diversifying its palate seemingly daily, from the influx of NEIPA to brut IPA, all the way through to the hard seltzer craze, it’s no surprise to see an innovative brewery creating a new category within its offerings. It’s unlikely Cloudwater will be the last to do so, either.
Despite the U.K. having lower exposure to drinks such as seltzer water and kombucha — which arguably means there’s greater room for a soda offering such as Cloudwater’s — as a whole, Jones believes the U.K. is simply a better fit for a brewery-produced soda, given a different attitude to alcohol consumption than in the States.
“The U.S. has got a problem when it comes to alcohol consumption and moderating that when it comes to their consumership,” says Jones, who believes modern breweries worry “that coming out with everyday drinking beer is not going to put them on the map. I think that U.S. breweries are being compromised by the fact that they can’t really engage in an authentic conversation with their consumers about alcohol consumption, because a lot of breweries are coming to the market with strong beer, and that’s the center of their business.”
Jones has voiced concerns over the direction the global beer industry is heading in terms of the health of contemporary beer drinkers: With higher ABVs becoming the norm and with higher finishing gravities and calorie contents than ever before, his view is that breweries need to open up dialogues with consumers about consumption and their health, and also to moderate their own output. Ever leading by example, Cloudwater dropped the average ABV across their entire range by 0.5 percent.
In the U.S., where the perception of sessionable beer is 1 or 2 percent higher ABV than in the U.K., approaching lower-alcohol offerings is harder given the prevalence and huge popularity of higher-strength options. “If we’re going to approach the marketplace and prompt them to think about something, it’s a bit weird to flip that conversation round again a day later and say ‘see you on Sunday for the Double Crunchy 8 percent Triple Lactose beer,’” says Jones. This fictitious beer brand joins a long list of actual beers named and concocted with similar ingredients in both the U.S. and U.K.
“I think a lot of craft breweries actually don’t really have the opportunity to approach a no-alcohol, low-alcohol, or soda market because they have never faced their brewery’s output in that direction at all,” Jones says.
Perhaps this will change as consumers’ relationships with beer mature and individuals seek moderation, as Jones has found to be the case among Cloudwater’s consumer base. With internationally recognized breweries such as Cloudwater leading this charge, we may soon see more following suit, prompting a shift in attitude toward the production of lower-ABV products.
Photo Courtesy of Cloudwater Brew Co.
In the U.S., however, he feels that it may take some time.
“I can’t speak for others in the industry, but I want us to look back on every year and know we did what was right by our customers,” Jones says. I want people to think about what they’re drinking, and feel the deepest sense of relaxation that comes from knowing exactly what they’re putting into their body.
“Independent breweries need to think about how to address customers’ long-term health concerns as fully as possible,” he continues. “If we get it right, we can make long-term relationships with our customers work well for us all.”
The article The U.K.’s Cloudwater Brew Co. Is Starting Conversations Over Alcohol-Free ‘Adult Soda’ appeared first on VinePair.
source https://vinepair.com/articles/cloudwater-soda-mindful-drinking/ source https://vinology1.tumblr.com/post/611396754752045058
0 notes
johnboothus · 5 years
Text
The U.K.s Cloudwater Brew Co. Is Starting Conversations Over Alcohol-Free Adult Soda
Paul Jones has nothing against craft beer — hell, he co-founded one of the U.K.’s most successful craft breweries. The man behind Cloudwater Brew Co. does, however, find certain things lacking in this space.
“I’m no longer drawn to intoxication as I was 20 years ago, as a means of self-medication or numbed self-acceptance,” Jones wrote in a blog post announcing Cloudwater Soda in September 2019. “I’m drawn because craft beer is innately social, and it tastes damn good! Too often though, beer spaces provide no compelling alternatives to alcohol, and too often, non-beer spaces lack the cheer, comfort, or atmosphere of the best taprooms, pubs, or bars.”
That’s why Cloudwater recently debuted a range of, as the cans themselves describe, “adult soft drinks infused with flavors from the brewery.” Though “low-” and “no-” alcohol cocktails are increasing in select bars, and companies like Seedlip and individuals like former NYC bartender John deBary are introducing non-alcoholic spirits, the craft beers with cult followings tend to be hard-hitting IPAs and barrel-aged stouts. Cloudwater is looking to break this pattern.
Founded in Manchester in 2014 by Jones and then-head-brewer James Campbell, Cloudwater is one of the U.K.’s most prominent young breweries, winning numerous awards including second-best brewery in the world in the 2018 Ratebeer Best, and a fervent international fanbase.
Jones hopes Cloudwater’s sodas speak to drinkers like himself.
“I’ve never really cared for saccharine sweet soft drinks,” Jones says, “and I’ve found alcohol-free beer to be both a partially flawed concept, and mostly very poor in flavor (though some newer brands are making some lovely alternatives). I wanted to create drinks that could be as exciting as the beers we’ve grown a reputation for making, but without added sugar, or without trying to somehow remove alcohol from beer.”
Originally called “Good Call Soda”— multinational brewery Heineken enforced a rebrand in light of the slogan for its subsidiary Foster’s “Good Call” — Cloudwater Soda launched with two flavors using popular craft beer hops: Mango and Citra Sour, and Green Tea and Simcoe.
Photo Courtesy of Cloudwater Brew Co.
“Soda gives us a much broader platform,” Jones says of the reason to create sodas, as opposed to going down the alcohol-free beer path. “Rather than trying to mimic the flavor of our beers, we’re taking delicious whole ingredients — hops that I’ve gone to origin to select — and making delicious drinks without trying to avoid or remove anything.”
Jones continues: “Alcohol-free beer is only good for when drinking a beer would already be acceptable, whereas soda can fit any time from morning to the end of the night. … I regularly drink a can of our Green Tea and Simcoe soda in the morning at my desk at work. Drinking an alcohol-free beer at that time would be really, really weird, and maybe a little problematic, too.”
Anja Madhvani, Cloudwater’s soda brand ambassador, feels that, while the purpose is often to make beer inclusive to those who aren’t consuming alcohol at a particular moment, alcohol-free and low-alcohol beers often have the opposite effect.
“There are many people for whom alcohol-free equivalents aren’t appealing,” she says. “Some people have never consumed alcohol for religious or lifestyle reasons, and many people who have struggled with alcohol choose to avoid alcohol-free beers because they find it triggering and worry that it could push them towards full strength counterparts.
“Soda,” she continues, “gives us a chance to meet these consumers with something complex and mature, without raising any conflicting feelings about booze.”
Beyond simply looking to diversify non-alcoholic options available, especially within the context of the craft beer industry where few other offerings exist, Cloudwater Soda also stems from a place of great importance to both Jones and Madhvani: mindfulness.
“I’ve worked in this industry for almost 12 years now, and I’ve had a real love affair with beer, with drinking in general,” Madhvani says. “But these days I try to be more mindful, not only in my drinking, but in all aspects of my life. It comes down to being happy and living in a way that aligns with our basic wants and needs.”
After falling ill last year, Madhvani was forced to reconsider her relationship with alcohol. That served as a catalyst to look at alcohol consumption in general.
“I had struggled with my mental health and working in the industry exacerbated that,” she says. “We often drink without thinking about why, and for me I know that stress and the need to switch off is a big factor. The last couple of years have been a steady journey of finding balance with drink, and it has been absolutely essential to getting me to the point I’m at now. Of course everyone is unique, but collectively as a nation we could do with being more mindful in the way that we create, market, and consume alcohol.”
Jones agrees this approach is “absolutely vital,” adding, “We react, feel aversion to things, or yearn for things for a great many reasons, but if you’re drinking to help you relax and you instead end up sad or upset, or you’re drinking to help yourself enjoy your social life more, but you wake up feeling dreadful, or don’t see friends that aren’t meeting you down the pub, it’s good to become aware of that.”
Photo Courtesy of Cloudwater Brew Co.
Although not available in the U.S., many U.K. retailers are stocking Cloudwater Soda, including Beer Merchants, an online retailer based in Aylesford specializing in Belgian and British craft beer. Luke Kulchstein, Beer Merchants director, says stocking the soda was an easy decision.
“As consumers become more interested and educated when it comes to premium or craft produce, be this food produce, beers, clothing, or whatever, it bleeds over into other aspects as well,” Kulchstein says. “For the drinker who is either cutting down/driving that night/pregnant etc., they are more prepared to look at an NA beer or craft soda brand over a more traditional soft drink these days.”
Beer Merchants has worked with Cloudwater since the brewery was founded, too.
“We aim to have a great range across all drinks types,” Kulchstein says. “There is no point going to the trouble to have the best beers and then let down the designated driver or spirit drinker in the group. I think having a range of carefully crafted soft drinks is important to have alongside low/no beers for exactly this reason. If you want to have the best range, you need it to also be diverse.”
With the beer world diversifying its palate seemingly daily, from the influx of NEIPA to brut IPA, all the way through to the hard seltzer craze, it’s no surprise to see an innovative brewery creating a new category within its offerings. It’s unlikely Cloudwater will be the last to do so, either.
Despite the U.K. having lower exposure to drinks such as seltzer water and kombucha — which arguably means there’s greater room for a soda offering such as Cloudwater’s — as a whole, Jones believes the U.K. is simply a better fit for a brewery-produced soda, given a different attitude to alcohol consumption than in the States.
“The U.S. has got a problem when it comes to alcohol consumption and moderating that when it comes to their consumership,” says Jones, who believes modern breweries worry “that coming out with everyday drinking beer is not going to put them on the map. I think that U.S. breweries are being compromised by the fact that they can’t really engage in an authentic conversation with their consumers about alcohol consumption, because a lot of breweries are coming to the market with strong beer, and that’s the center of their business.”
Jones has voiced concerns over the direction the global beer industry is heading in terms of the health of contemporary beer drinkers: With higher ABVs becoming the norm and with higher finishing gravities and calorie contents than ever before, his view is that breweries need to open up dialogues with consumers about consumption and their health, and also to moderate their own output. Ever leading by example, Cloudwater dropped the average ABV across their entire range by 0.5 percent.
In the U.S., where the perception of sessionable beer is 1 or 2 percent higher ABV than in the U.K., approaching lower-alcohol offerings is harder given the prevalence and huge popularity of higher-strength options. “If we’re going to approach the marketplace and prompt them to think about something, it’s a bit weird to flip that conversation round again a day later and say ‘see you on Sunday for the Double Crunchy 8 percent Triple Lactose beer,’” says Jones. This fictitious beer brand joins a long list of actual beers named and concocted with similar ingredients in both the U.S. and U.K.
“I think a lot of craft breweries actually don’t really have the opportunity to approach a no-alcohol, low-alcohol, or soda market because they have never faced their brewery’s output in that direction at all,” Jones says.
Perhaps this will change as consumers’ relationships with beer mature and individuals seek moderation, as Jones has found to be the case among Cloudwater’s consumer base. With internationally recognized breweries such as Cloudwater leading this charge, we may soon see more following suit, prompting a shift in attitude toward the production of lower-ABV products.
Photo Courtesy of Cloudwater Brew Co.
In the U.S., however, he feels that it may take some time.
“I can’t speak for others in the industry, but I want us to look back on every year and know we did what was right by our customers,” Jones says. I want people to think about what they’re drinking, and feel the deepest sense of relaxation that comes from knowing exactly what they’re putting into their body.
“Independent breweries need to think about how to address customers’ long-term health concerns as fully as possible,” he continues. “If we get it right, we can make long-term relationships with our customers work well for us all.”
The article The U.K.’s Cloudwater Brew Co. Is Starting Conversations Over Alcohol-Free ‘Adult Soda’ appeared first on VinePair.
Via https://vinepair.com/articles/cloudwater-soda-mindful-drinking/
source https://vinology1.weebly.com/blog/the-uks-cloudwater-brew-co-is-starting-conversations-over-alcohol-free-adult-soda
0 notes