Hops don't last forever. For the most vibrant IPA flavors and aromas, drink hoppy beers by their "enjoy by" dates.
We’ve always been enamored with hops and the fantastic array of flavors and aromas they impart to beer. Therefore, one of the greatest tragedies for us is when a beer crafted to showcase these hops is left languishing on a shelf for too long as time erodes all of its botanical qualities.
To ensure that you know your beer is fresh, we’ve set shelf life limitations, or “code lengths,” for each of our core beers that are 120 days or less, which is among the shortest in the industry. Bottles and cans are marked with an “Enjoy By” date indicating the end of that time period. Once a beer goes “out of code,” we replace beer that hasn’t sold with fresh beer to ensure that you're getting the best experience.
Next to the barcode on the label, we note whether the beer should be enjoyed fresh or if it is cellarable:
- Drink Fresh: enjoy this beer by the date printed on the shoulder of the bottle or on the bottom of the can. The sooner you drink it, the better your experience will be.
- Drink Fresh or Age at Cellar Temperature: The bottle or can won't have an enjoy by date printed on it, so if stored properly, it can become more complex over time. Or, alternately, just open it now. Who are we to judge?
Stone Enjoy By IPA
In 2012, we decided to really do something unprecedented. Enter Stone Enjoy By IPA, a beer that is brewed specifically to last only 37 days—the shortest code length in the industry by a long shot. From the moment it goes into a bottle or keg, it has 37 days to be shipped, sold and consumed. If any is left after 37 days, we’re liable to buy it back. Seriously.
There is nothing like the taste of an IPA that just came off the line, and we wanted to share that with the world. Launching Stone Enjoy By IPA took lots of planning on all timelines, getting approvals from state and federal levels, packaging in a single day, then figuring out which distributors (besides ourselves) were up to the challenge of taking on something so crazy.