Stone Brewing Rolls Out Freshness Experiment

Looks like Stone Brewing Co. is trying to set a record for getting products into and out of the market by taking Budweiser’s old “born-on dating” idea and turning it on its head — and putting the expiration date into the name of the product.

Stone is shipping its “Stone Enjoy By 09.21.12 IPA” in New Jersey, Chicago, and Southern California on Aug. 17, and it’s expected to be in markets for a total of about four weeks, complete with promotions to hunt for the beer and release parties.

Information about the go-to-market distributor in New Jersey, Hunterdon, is in the release below.

PHILLIPSBURG, NJ – Local craft beer fans have a new reason to celebrate. Hunterdon
Distributors is excited to announce that New Jersey will be one of three markets receiving Stone Brewing Co.’s “Stone Enjoy By 09.21.12 IPA.” The two other lucky distributors include Windy City of Chicago and the brewery’s own distribution network in Southern California.

Founded in 1996, Stone Brewing Co. is known by craft beer enthusiasts around the world for their award-winning, over-the-top, aggressively hopped brews, and the emphasis they place on enjoying their products at their optimal level of freshness. All Stone bottles are clearly marked with “enjoy by” dates and the brewery enlists sales reps, distributors and consumers to keep an eye on any outdated product in the market.

The new “Stone Enjoy By 9.21.12 IPA” takes this concept of “freshness” to a whole new level.

On August 17th, this new “hop bomb” will be bottled, kegged and shipped to participating markets where distributors will immediately commence deliveries to stores, bars and restaurants. The whole process should take no more than seven days from brewery line to shelf. Consumers will have four weeks to locate and “enjoy” this special release before the official deadline of, you guessed it, September 21, 2012. Any beer left in the market after this point will be pulled from shelves and returned to the distributors.

While the rigid 35 day timeline from start to finish requires a high-level of coordination and execution between the brewery, distributors and retailers, Stone is confident this project will help drive home their message and educate consumers about the tremendous importance of fresh beer in the market.

Consumers can expect to see product on store shelves and on tap at craft beer bars by the week of August 20th. Stay tuned with Hunterdon on Facebook and Twitter for updates regarding its arrival and at for information about official Stone Enjoy By 09.21.12 release parties. In addition, Hunterdon and Stone Brewing Co. invite all Twitter followers to join in on the media buzz by using hash tags #EnjoyBy #NJ.

About Stone Brewing Co.

Stone Brewing Co. was founded in 1996 by Steve Wagner and Greg Koch in North County San Diego, CA. It is the 11th largest craft brewery in the United States and has been named “All-Time Top Brewery on Planet Earth” by BeerAdvocate magazine – TWICE! The brewery recently announced more than $50 million in expansion plans that include the future Stone Hotel among other lofty ventures. For more information, please visit
About Hunterdon Distributors

Founded in 1996, Hunterdon has raised the bar for craft beverage availability and selection in the state by providing the most diverse and sought-after portfolio the market has to offer. The company currently represents over sixty domestic craft brands, hundreds of imports and a unique line of micro-distilled spirits, sakes, ciders and meads. Owners Mike Short and Dave Masterson continue to focus on bringing quality products to the New Jersey consumer.