Brussels launches public consultation on what whiskey to have for breakfast
What is it occupying the thoughts of the EU's most senior eurocrat on IT and telecoms issues?
The spread of broadband?
Mobile roaming rates?
Possibly. But not according to his twitter feed.
As Europeans across the continent wrestle with euro-austerity, Robert Madelin is clearly facing a dilemna of his own.
Which single malt whiskey to have?
Oban or Dalwhinnie?
AT 11 IN THE MORNING ON A FRIDAY.
Perhaps he's in a timezone where it's perfectly acceptable to be having a whiskey about now.
And perhaps he has already worked his way through the Springbank and the Bunnahabhain, so now thinks it's a great idea to launch an impromptu public consultation on the strategic way forward.
Either way, it don't look good, do it?
Perhaps it's a trend though. Only a month ago, alcohol was clearly on the mind of commission president Jose Manuel Barroso, as he likened his institution to a 'gin and tonic'.
The correct answer, by the way Robert, is Oban.