News comes our way of a rather unique business idea: marketing Bilbao rainwater! Why not? This is, after all, Bilbao! A city not renowned for its modesty but definitely known for its bilbainadas. As Joseba Zulaika observes in That Old Bilbao Moon (p. 180):

The bilbainada is a too-muchness that, except in Bilbao, is unaffordable. It is the city’s alter-ego behavior, the extravagant antidote to the frustrations of an understated, modest lifestyle. Going for the Guggenheim Museum was for many a typical bilbainada. What for an outsider seems a braggard’s exhibitionism is for Bilbainos ritual consumption.

As the saying goes, “The only virtue that is lacking for Bilbainos to be perfect is modesty.” It goes with such grandiosity that there can be nothing greater in life than being from Bilbao.

Just by way of clarification, if the initiative takes off, the intention is to make the product in centers for people with mental disabilities and donate part of the profits to worthy local causes. If you’d like to get your own particular bottle of Bilbao rainwater, click here.