A couple of days ago BSJ mentioned Stone Brewing Co.’s new hoppy offering –Enjoy By 09.21.12 IPA. The beer has its freshness dating very (very) prominently displayed on the label. I’m told by a local brewery rep that the beer will launch in three United States markets. Chicago (Windy City Distributors), Southern California (close to Stone), and New Jersey through Hunterdon Distributors.
So how does this work?
Starting on August 17th, Stone will bottle, keg and ship this fresh hoppy offering, which will immediately pass through distributors arriving at on and off premise locations. From brewery to your mouth, it should take about 7 days. That gives the beer drinkers 4 weeks to enjoy this IPA. Any remaining “Enjoy By” in the market will be pulled from taps/shelves and returned to the distributors.
So that leaves us with why?
Stone’s idea with the 35 day coordination of shipping, receiving, and drinking will reinforce the idea and importance of fresh beer.
Any other markets?
In theory. Stone wants to see the successes and failures of this “fresh” experiment before moving to more markets.
Style: Imperial IPA
Availability: 22oz bombers, Draft.