(Escondido, CA) – Courtesy of Stone Brewing Co.’s Vimeo page…

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When the goal is to maximize big, juicy hop flavor and aroma, there’s no question that fresher is better. And at Stone, we don’t just like hops–we have a longstanding, well-documented love affair with them. In an unprecedented feat of logistical coordination, we will brew, bottle, and deliver to beer enthusiasts our most mind-blowingly, dankly and deliciously fresh IPA ever. That’s f-r-e-to-the-s-h!

Freshness is the key to enjoying this beer to such a degree that we will only allow this beer to be consumed up to 35 days from the moment it was bottled or kegged at the brewery. Each batch has a built in self-destruct (OK, not exactly) mechanism built into it with its very-clearly-displayed-for-all-to-see “Enjoy By” date front and center.