New Stone Enjoy By IPA Released

Does this series of numbers mean anything to you?
9.21.12 - 11.09.12 - 12.12.12.

If they do, then you will be excited by this number: 02.15.13!!

Ok, to cut the suspense. We are talking about a new series of IPA releases by Stone Brewing, Escondido, CA,  which are known by their Enjoy By dates. It's all in the interest of drinking fresh beer. So, back in Sept, Nov and Dec there were drink by days, after which all beer was pulled (if any was left). And now, starting tomorrow Jan 15, there will be a new hopbomb release that must be drunk by (preferably sooner) Feb 15, 2013. As Bill Clinton said, "it's arithmatic."

Read more about Stone's motivation for this brilliant new marketing idea here.

Photo: Stone Brewing website.