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.
Great American Beer Festival… the name says it all. Heck, I’ll go out on a limb and say those four words strung together in that order is darn near poetic. Every year, many of the nation’s greatest breweries descend upon Denver for a three-day beer-a-thon, much to the delight of the ecstatic 49,000+ attendees that are lucky enough to nab tickets.
Beyond pouring about 36,000 gallons of beer (check out some other cool GABF stats from the Brewers Association), this is also the premier beer judging competition for U.S. brewers. And while we don’t always walk away festooned with shiny medals, we ALWAYS have a damn good time. This year was no exception. Though we did get some neat-o awards!
We take a lot of things seriously here at Stone. (Not ourselves.) Freshness is definitely one of them. You see, as beer ages, the first thing that starts to fade is the flavor and aroma contributed by the hops. The olfactory glory that they impart is extremely volatile, and from the moment the beer finishes fermenting, the hop character starts to go bye bye, and unfortunately, there’s just no bringing it back.
Of course, there are things you can do to help prolong the hoppy goodness, like protecting your almighty beer from light and keeping it cool. (We store and ship all of our beer under refrigeration, btw.) Under regular conditions, we’ve tasted our beers at different intervals and found that they still taste just as great as we originally intended as much as 90 days after bottling. This finding, coupled with our unrelenting commitment to freshness, enticed us to begin laser-etching enjoy by dates on each bottle. With that process, we also instituted new measures that allow our wonderful fans, like yourself, to report expired beer. We love our beer, and we want to make sure it’s fresh!
But then, we thought, “Hey! Why not brew a big double IPA that is meant to be consumed even fresher? Why not put a date right up on the front of the bottle, and gave it a MUCH shorter shelf life?” It wouldn’t be easy. It wouldn’t be able to go everywhere. But it would be damn delicious, and it would be a mighty interesting undertaking. Sure, we discussed it in a few more meetings, but by this time, we’d already talked ourselves into it: the concept for Stone Enjoy By IPA was born.