November 21st, 2012
The End of the World is Coming – ENJOY BY 12.21.12…while you can
@stonebrewingco @stonebrewjeff #EnjoyBy #MA
Will the world end on December 21st? Silly question (yes), but will this Mayan prediction come true? Will this last election even matter? Not sure, but we will soon find out!
Don’t fret, mi amigo! Our friends at Stone Brewing Company are here to help ease our minds as we approach the end. Bottled & kegged on 11.16.12, the Stone Enjoy By 12.21.12 beer was loaded on delivery trucks bound for Stone fans in California, Illinois, Indiana, Iowa, Kentucky, Massachusetts, Missouri, New Jersey, New York City, and Texas.
With a tip from @StoneBrewJeff, I headed to @RedstoneLiquors hoping to find the nectar of the gods, as the beer was scheduled to arrive and be delivered today. After discussing with Kamal, the Redstone Liquors Beer Guru, I learned that his store was one of the top sellers for Stone’s beers. Because of this, they were granted the opportunity to purchase 12 cases of 12.21.12 with one stipulation — all the beer MUST be sold within 14 days of delivery. As we left the store, only hours after going on sale, already 3 cases were gone.
GAME ON!
Chilled and ready to go, @aljpeace, @craftbeered, & I (@2beerguys) were ready. Packed with 11 different varieties of hops, once we popped the top, a harsh hop aroma was unleashed — for our pleasure. With great anticipation, the first whiff of the harsh herbaceous and piney aroma confirmed what I imagined. We were about to have an amazing experience.
Topped with a medium off-white head, the amber body was crystal clear and actively carbonated. The frothy head was settled quickly, leaving behind a fancy white lacing in our glass.
The taste was as awesome as the aroma. Dominated by hoppy grapefruit flavors, the Enjoy By 12.21.12 has a light creamy body with a bready malt presence. With a sticky lip smacking finish, with a harsh drying sensation on our tongues from the hop thrashing.
This IIPA is juicy, floral, piney, and sharp. If there has been a fresher, more quintessential IIPA out there, we’ve not heard of it. Forget any preconceived notions you have about marketing gimmicks or publicity stunts. This beer is legit and deserves to be consumed at the peak of freshness.
With a pour and a half, we looked at the bottle hoping to see more but, alas, it was bone dry!
We hope that you have a chance to give it a try!
Beer Details:
The “Enjoy By” date printed on each bottle reflects a 35-day package-to-drink cycle, meaning that to fully experience the beer’s hop glory, it must be consumed by, or preferably well before, the end of the 35-day cycle. And Stone is making sure it will be! On December 22, if life as we know it continues and any beer remains on the shelf, it will be immediately removed.
Stats: 9.4% ABV, 88 IBUs
Availability: Limited 22-ounce bottles and draft, beginning November 16
Hops bill: Calypso, Super Galena, Simcoe, Delta, Target, Amarillo, Motueka, Citra, Cascade, New Zealand Nelson Sauvin, and Australian Galaxy
Distribution: CA, TX, IA, MO, IL, IN, KY, NJ, MA, and NY
Drink extra-super-dank-and-tasty Stone Enjoy By 12.21.12 IPA well before its 35-day shelf life to maximize the pungent glory that this beautiful, intense hop profile provides.
ABOUT STONE BREWING CO.
Twice named “All-Time Top Brewery on Planet Earth” by BeerAdvocate magazine, Stone Brewing Co. was founded in 1996 by Greg Koch and Steve Wagner and is the 11th largest craft brewer in the U.S. Headquartered in Escondido, CA, Stone owns and operates the farm-to-table restaurant Stone Brewing World Bistro & Gardens – Escondido, as well as Stone Catering, Stone Distributing, and Stone Farms.