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Enjoy an end of of the world beer by Stone Brewing Co.

12.21.12 was brewed not to last

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UPDATED: 21 January 2014 | 3:47 pm   ::  

The Mayan civilization predicted that on December 21, 2012, the world would end in a fiery apocalypse. But thanks to Stone Brewing Co. one can, in his or her final moments, toast to a life well lived with a heavenly beer brewed NOT to last: Stone Enjoy By 12.21.12 IPA.

Stone Enjoy By 12.21.12 IPA is loaded with hops —11 different varieties, to be exact – giving the beer a massive hop profile of balanced bitterness and dryness. 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.

“When we came up with the idea of Stone Enjoy By IPA we knew it would be a challenge to pull off because of the logistics that go along with bottling, kegging, and shipping the beer the same day,” Stone CEO and co-founder, Greg Koch said. “However, we were able to call on our great distributors and work with them to ensure they would get the beer out in record time. Seeing the interactions from our fans, we were able to confirm what we already knew…fresh beer, specifically Stone Enjoy By IPA, is amazing!”

Where can one locate this awesomely fresh beer before the end of the world? Visit stonebrewing.com/enjoyby/ and use the interactive map to find exactly which retailers, restaurants and bars are carrying the beer in bottles or on draft in select cities. If it looks like Stone Enjoy By 12.21.12 IPA isn’t in a nearby location, don’t fret. Stone will unleash rounds of this beer in the future—if the world lives to see another day, that is.

 

The details:

Name: Stone Enjoy By 12.21.12 IPA

URL: stonebrewing.com/enjoyby/

Stats: 9.4% ABV, 88 IBUs

Availability: Limited 22-ounce bottles and draft

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

 

Tasting Notes, provided by Brewmaster Mitch Steele

Appearance: Golden with a creamy white head

Aroma: Intense dank hoppiness, resin, peaches and hints of tropical fruit are all evident in the aroma.

Taste: Smooth malt up front, quickly dissipating into a massive onslaught of hops. The dankness and peach notes come through strongly.

Palate: Smooth with hints of alcohol, and a perfect balance of bitterness and dryness on the back end.

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