Stone Brewing Launches ‘Leave No Stone Unturned’ Campaign

ESCONDIDO, Calif.– Stone Brewing, the nation’s 9th largest independent craft brewery announces today that its nationwide ‘mishap’ of upside-down labels is not a mistake. In a bold campaign that extends far beyond the advertisements, Stone turned production on its head, deliberately applying labels upside down to reinforce its message that the brewery will ‘Leave No Stone Unturned.’

The nationwide ‘mistake’ was designed to shine light on all the mistakes made to-date, which allows the company to make the best beer possible. The collective years of trial and error and error and error have ensured that every last detail has been considered from ingredient sourcing and brewing, to distribution and service.  Any company can be proud of their accomplishments, but Stone’s unique culture is one that especially celebrates the accomplishments that are sometimes born of failures.

Stone’s first upside-down labels began rolling out nationwide in mid-June with no explanation, intentionally catching fans off guard. Today, Stone announces that the labels will remain upturned for the foreseeable future, urging people to look at Stone from a whole new perspective.

Stone Brewing celebrates 24 years of independent craft brewing this year, as well as 24 years of letting others do the advertising. When the team decided upon an ad campaign focused predominantly in Southern California, there was no doubt it would be as thoughtfully and creatively brewed as its well-known beers. Stone’s advertising campaign will make its impact through digital, social and even major outdoor elements like billboards and wallscapes.

“Since founding Stone Brewing in 1996, we’ve been fortunate to participate in making the craft beer revolution what it is today,” explained Greg Koch, Stone Brewing executive chairman & co-founder. “Stone enthusiasts have come to expect innovation and collaboration, and frankly it’s been our honor to deliver. We’re undertaking an ad campaign that we hope will simply remind our fans to both revisit our iconic Stone IPA, as well as to ‘unturn’ some new Stones and discover our wide range of more recent offerings.”

Stone’s first-ever advertising campaign has been designed in collaboration with Stone’s creative agency, Big Family Table. The upside-down art speaks to Stone’s obsessive pursuit of craft beer perfection while inviting fans to right-side their beers, experiencing the benefits of that painstaking perfection first-hand.

About Stone Brewing

Founded by Greg Koch and Steve Wagner in 1996, the groundbreaking San Diego-based Stone Brewing is the 9th largest craft brewer in the United States. Recognized as an award-winning industry leader, Stone has been called the “All-time Top Brewery on Planet Earth” by BeerAdvocate magazine twice. The company operates breweries in Escondido, CA and Richmond, VA, plus nine tap room and bistro locations throughout the US and the nation’s largest craft-centric beer distributor, Stone Distributing Co. Stone’s bold, flavorful and largely hop-centric beers are available in all 50 states and more than 40 countries worldwide. For more information on Stone Brewing and its commitment to independence, sustainability, philanthropy and the art of brewing, visit stonebrewing.com or the company’s social media sites: Facebook, Instagram and Twitter. 

Brewbound Job Board

The leading job board for the beer industry. Featuring hundreds of jobs from leading breweries and associated companies.

Brewbound Marketplace Listing

The Brewbound Marketplace features listings for equipment, services, and more. Post a listing today.

Brewbound's Database of Breweries

Brewbound's database of breweries includes thousands of breweries from around the world.


Beer Events Calendar

A public calendar of events that are happening in the beer industry

View calendar | Post Event
Brewbound Live Winter 2020

Santa Monica, CA ● Dec. 3+4, 2020

Early Registration Open
Brewbound Podcast

The Brewbound Podcast features interviews with beer industry executives and entrepreneurs, along with highlights and commentary from the weekly news. New episodes every Thursday.

Brewbound Job Board

A weekly live-streamed discussion series with beer industry leaders and watchers on the business adjustments being made during the COVID-19 crisis and the future of the industry.