We, like many hopheads, are immensely bullish on the incredible flavor and intense citrusy, bitter impact provided by our ultra-fresh Stone Enjoy By IPA. But believe it or not, for us, it isn’t just about the beer. Yes, given the massive outpouring of affection for this West Coast double IPA, that last statement sounds kind of odd, but it’s true. Stone Enjoy By IPA was forged with greater intentions than mere satiation. It was designed to convey the importance, nay, the necessity of drinking hoppy beer when it’s fresh. We overtly stamp each batch with a 35-day Enjoy By date, and when that day comes up on the calendar, this beer should be out of your fridge and off retailers’ shelves. Drinking it beyond the date printed on that evergreen bottle simply won’t provide the same, vivid experience. But we went far beyond the bottle, communicating the facts on freshness via our Stone Enjoy By IPA website and our social media channels. It was a worthwhile endeavor, and much of that was thanks to you. Through social conversations online and over pints of this beer, many who had no idea how important beer freshness was have been converted, thus improving their quality of life and craft beer enjoyment forever. For those of you who helped increase the reach of that lesson, we thank you and are excited to share the steps we’ve taken to further broaden the reach of this important message and share in the many splendors of Stone Enjoy By IPA.
We at Stone count ourselves lucky to have so many fans of what we do and the beers we create. Most of those who’ve tagged along as we forge through this hop-studded journey have taken fandom to new heights. That level of devotion is something we don’t take lightly and work to reward by coming up with new beer recipes and getting those brews into our staunch supporters’ hands and pint glasses. As devotees keeping a watchful eye on us will attest, 2013 was a big year for new Stone brews. But even our most keyed-in fans were probably unaware of just how big. We say this, because after examining 12 months’ worth of brewing schedules, even our jaws dropped to the floor when we discovered that we had delivered 74 new beers outside our not-so-standard standard-issue brews this year. So, join us, won’t you, as we revisit them and other notable Stone happenings from the year that was.
When Stone co-founder and original brewmaster Steve Wagner crafted our initial batch of Stone IPA, little could he have known that that highly hopped first attempt at amplifying a British classic would become so popular and, for many beer drinkers, an India pale ale by which all future New World interpretations of the style would be judged. For many, Wagner’s bright, potent creation was their first IPA. (Was it yours? If so, let us know on social media using #StoneIPA)
We’ve said it time and time again—one of the most rewarding aspects of being in the craft beer biz is engaging with fans who are not just proponents of ours, but fellow appreciators of high quality beer. Like us, our fans help to spread the good word about what good craft beer is all about. That pushing forward of information and education about a superior quaffable medium has been extraordinarily apparent in the engagement and interaction inspired by our über-fresh, über-hoppy Stone Enjoy By IPA.
It seems like we say this every twelve months (probably because we do), but this has been a huge year for us at Stone. Perhaps the biggest yet. Things never slow down here, and that’s the way we like it. Truth be told, we wouldn’t know what to do with ourselves if we had a spare moment! So a heartfelt thank you goes out to each and every one of our fans for ensuring we maintain the breakneck pace we’ve become so accustomed to.
Despite our infatuation with constant rapid progress, we feel compelled to take a moment, be it ever so brief, to reflect on the year gone by. A lot happened in our brewhouse, at our restaurant, in our community and beyond. This was a very good year, one that should be fully remembered for years to come. In that spirit, we submit to you, our valued fans, a retrospective of 2012 at Stone.
Hopheads, you’re officially on the clock! You’ve got 35 days to uncap and savor the abundantly fresh hoppiness of Stone Enjoy By 12.21.12 IPA. But before you start grousing about being given the directive to consume your beer (at this point, it’s good to realize that there is absolutely nothing to complain about here), know this—we’re not the ones with the death-grip on the stopwatch. This quite literal “deadline” has been decreed by the ancient Mayan civilization.
It is hard to overstate the importance of drinking fresh beer. But it may not be immediately obvious to the uninitiated that beer is best served fresh in the first place. It is, after all, fermented, and fermented foods often get better with age. Kimchi, yogurt, miso, kefir, kombucha: these are foods whose quality depends on the serene patience of their creators, a willingness to let the invisible magic of fermentation happen at its own pace, and be ready to enjoy when it’s ready.
Further complicating matters is the fact that some beers do indeed improve with a degree of age. Properly cellared (55 degrees or less, dark, cozy), beers on the robust, high ABV end of the spectrum can evolve & improve with time.
The nine year-round beers we brew DO NOT fall into this category. They are—dare we say—delicate creatures that only express the full-spectrum of their brilliance when FRESH. Freshly brewed beer is bright & fragrant, with clean, well-defined flavors that reflect our brewer’s intent.
Once expired, beer can become a sad, faded reflection of its former self, as age, oxygen, and light sinfully corrode the precious liquid. Drinking such beer can leave a less than favorable impression that’s hard to shake.
For that reason, we go to tremendous, expensive lengths to ensure that fresh beer is available to you. But we can’t be everywhere at once. That’s why we need YOU to join in the fight against expired beer.