(Escondido, CA) – Stone Brewing Co. is taking the idea that IPAs should be drank fresh to the max with its latest creation, Enjoy By 09.21.12 IPA. With this Double IPA, the ‘best before’ date that is normally a tiny bottle stamp will be front and center on the label. The label features a URL that is pretty bare bones at the moment. Though the ABV says “Classified” on the website, the label that the company posted on Twitter shows that the ABV is 8.5%. It will be bottled in 22 oz. bombers.
According to the Stone Twitter feed, “more info and first kegs” will be released at the Stone 16th Anniversary Celebration on Saturday, August 18th.
Stone is also releasing another Double IPA, 16th Anniversary IPA, in bottles soon.
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This is all well and good, but they need to make sure the product is getting out to the distributors and they are sending it to stores ASAP. Some East Coast areas (NYC, Philly) are just getting or recently received 10th Anniversary, almost 2 months after the release, not very fresh.
Yeah, they have horrible distributors and finding fresh Stone is way too hard. If they want to run around touting freshness, they need a business model that supports their mission,
Yeah, it’s pretty unreasonable that a California brewery not get their products in the hands of consumers within 24 hours of leaving the bottling line oh wai…
I can understand a few weeks for getting to the east coast, but getting beer on a shelf when the best by date is less than 1 month away (if it has a 3-month window) is not ideal. Now when this bottle has the date so prominently on the label, it will be even harder to ignore that the beer isn’t fresh