Embrace the Suck | Covid-19 Crisis Editorial

Embrace the Suck: verb, slang, military slang. “To consciously accept or appreciate something that is extremely unpleasant but unavoidable for forward progress.”

The Embrace the Suck mantra does not suggest that we should celebrate the suck, find joy in the suck nor pretend a situation isn’t as bad as it seems. Embrace the Suck requires one to accept fully that our present situation does indeed suck, and that we must willingly accept it. We must understand that it has to suck for a while and that only by enduring can we eventually arrive at a point where it no longer sucks.

And that is where we are in the world, which includes everything attached to craft beer.
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