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Taste test: Stone Enjoy By 09.21.12 IPA by Stone Brewing

August 29, 2012|By RedEye Staff

Beer gimmicks are nothing new: vortex bottles, color-changing labels, easy-flow cans.

Recently Escondido, Calif.-based Stone Brewing--known for their Arrogant Bastard ale--launched a beer guaranteed to not stay on fridge shelves too long.

Their "Stone Enjoy By 09.21.12 IPA" was released Aug. 17 in Chicago, New Jersey and Southern California and if the name didn't already explain it, it's best enjoyed before the end of September. Bars and retailers will no longer serve the double IPA after Sept. 21.

Here's what a few RedEye staffers had to say about the freshly bottled creation and its slick marketing:

- For an IPA with 11 types of hops, Stone Enjoy By 09.21.12 IPA is underwhelming. This is a good thing. It’s not the syrupy, overpowering, punch in the face with a fist-full of hops I’m used to from Stone, and I like it. It’s dry, with a refreshing bite to it at the finish. It might be the best IPA I’ve had this year. The short shelf-life marketing ploy creates an unfortunate paradox: I’d buy it regularly, but the clock is ticking. That’s a shame. --Mick Swasko

- I'm not an IPA person, but the Stone Enjoy By had a nice fruity start, followed by a dry, acidic pull at the back. I'm finding a hard time putting words to the fresh factor--but you can definitely tell that this was bottled just a few weeks ago. Reminds me of a super-above-average homebrew. Also: I'm really digging the bottle art. Win. --Emily Van Zandt

- Definitely tastes fresher than a normal bottled IPA. As far as gimmicks go, this is pretty solid. Not usually a fan of IPAs, but this is super-refreshing and I’d drink it again. --Ernest Wilkins

- I don’t know about “devastatingly fresh” like it says on the bottle, but this stuff definitely tastes straight-from-the-growler fresh. It’s a neat concept to know exactly when your beer was bottled, and I do like the dry, less-citrusy-than-most-IPAs taste. If you drink it after the expiration date, does it turn into a pumpkin beer, Cinderella-style? --Lisa Arnett



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