To do something on a whim is typically understood as making a sudden decision without much thought being applied.
The thing is every decision undertaken at the brewery has too much thought being applied to it, obnoxiously so. But it is our nature.
Being consumed in thought, planning, and execution leaves little time for outside discussion or premature sharing. Everything is fluid and nothing is promised.
When the idea comes to fruition and is finally presented it appears to be done on a whim. The presentation belies the fact that what is given is the culmination of many hours of thoughtful work.
Nothing is ever truly done on a whim.