It is said one of the hardest things is knowing how to say no. Saying no entails courage and rebellion. It means to stop being in order to be again. And it means to dare. To say no is not about finishing something but about doing something else. It means to follow one way and not another, because to saying no means we rule our lives. For Moritz, ‘no’ is Epidor.
We are at the point where we don’t accept what we can’t change
In short, saying no is something positive. It means taking action and waning to change – whether the causes are large or small. Epidor is the most rebellious Moritz beer, and for that reason it wants to show us the doors a no can open and those a no must close. It wants to encourage us to know how to say it and to express that big NO we all carry inside.
If we scanned the world today, the result would be scary. We are at a time when inequalities are growing, nationalism is emerging from the extreme right, there is increasing discrimination, misogyny, homophobia, xenophobia, Islamophobia and all types of phobias, climate warming is already reducing the seasons – now it is normal that winter doesn’t arrive until January and that it lasts two days— we follow corrupt, hostile and little prepared leaders, our governments cut down on education and exonerate those who rob us, machismo has found a new modern breastplate to hide and continue growing… The picture is bleak. And with so much history, the inevitable question arises: there must be something we can do, right? But what?
And this is where we must say no and fight the things we believe we can’t change. Moritz wants to remind us that saying no means taking a stance and being active about it. Of course, with irreverence, intelligence, risk and disruption. The difference between simply refusing and truly knowing how to say no is doing it with solemnity, sincerity and rationality, with an argument that supports it and causes a reflection to be able to evolve, re-evaluate and then change.
Moritz’s proposal is to say yes to being genuine. That is why Epidor said no when it was said there was no place in the market for another beer, that strong beer was only for men
Moritz‘s proposal is to say yes to being genuine. That is why Epidor said no when it was said there was no place in the market for another beer, that strong beer was only for men, that malt triple beer was crazy or that culture is a thing of the rich. Epidor said yes to its own identity, to be itself.
The implicit character in this campaign is to break convention and make free decisions. So, from Moritz, Epidor will begin to face some of the hot spots of our day with a round table on contemporary feminism, an action to disconnect from technology or the creation of non-tourist routes through Barcelona, for example.
Epidor proves that a No may be the best option. Have you already said no to something? Visit Epidor’s microsite and say it! And remember: #DirNoEsPositiu.