Tag Archives: Enjoy By 12.21.12 IPA

Stone Brewing Co. Enjoy By 12.21.12 IPA Review

Stone Brewing Co. Enjoy By 12.21.12 IPA

This week Stone Brewing Co. shipped the third batch of its Enjoy By IPA to 10 states, and beer nerds everywhere—well, beer nerds in or around those 10 states—scrambled to grab a few bottles before it disappears. (I picked up six bottles on Tuesday, November 20, the day it hit Boston. I drank three bottles over the past few days, and I have three more in my refrigerator.)

The idea behind Stone’s Enjoy By IPA—all three batches were made with the same recipe—is to use extremely fresh ingredients and then get the beer into customers’ hands as soon as possible after it’s bottled, to demonstrate just how important freshness can be to beer. The date in the name, in this case 12.21.12, is the date by which the beer is supposed to be at its best.

So does Stone’s Enjoy By 12.21.12 double IPA live up to all of the hype? Yes…with a few caveats.

Stone puts a lot of love and care into every single beer it brews, and Enjoy By 12.21.12 IPA is no exception. What sets this big ol’ double IPA apart is that Stone supposedly brewed it “specifically NOT to last.” I’m not really sure what that means, and Stone hasn’t said.  I’m guessing it just means it’s not pasteurized and doesn’t have any preservatives, but that’s not exactly rare; IPAs and hoppy beers are generally better when they’re fresh, and the best don’t have preservatives. Stone’s definitely not the only brewer to stress this fact, either. Russian River Brewing Co., maker of Pliny the Elder, one of my favorite IPAs, prints instructions to consume the beer as soon as possible on every bottle. And the majority of craft beer today has bottling dates, though it’s usually printed in barely-noticeable, small text and not mentioned in the name of the beer.

Anyway, on to my Stone Enjoy By 12.21.12 review.

Stone Enjoy By 12.21.12 IPA is available in 22-ounce bottles and on draft. I vigorously poured my bottle into a tall Stone Arrogant Bastard glass, and it formed a thick ivory-colored head of fine bubbles. The ale itself is golden with amber hues.

Stone Brewing Co. Enjoy By IPA Logo

One of my favorite things about this beer is its smell. It stinks, in a good way. The aroma is truly amazing. It smells of sticky, pungent hops and mild alcohol. I enjoyed smelling this beer as much as I did drinking it.

The beer is extremely crisp and clean at first, as you might expect from such a fresh brew. The initial taste is malty and refreshing, followed by a serious hop smack in the face. It has a notable “dank” marijuana-like taste. This is one seriously hoppy and bitter brew. It’s also surprisingly drinkable for a 9.4%ABV double IPA. You only get a slight warming alcohol flavor.

The intense hop flavor is a result of some ridiculous hopping during the brewing process. Stone literally used 11 different types of hops: Calypso; Super Galena (extract); Simcoe, Delta, Target, Amarillo, Motueka, Citra, Cascade; Nelson Sauvin and Galaxy. I can’t think of another IPA with so much hop variety. And it shows.

My bottles cost $10 each, which isn’t cheap, but I don’t feel burned.

I was genuinely impressed by Stone’s Enjoy By 12.21.12 IPA…but something rubs me the wrong way about the whole presentation. It feels like a marketing gimmick, and I don’t like feeling as though I’m being sold something other than a really fresh beer. The craft beer world is full of weird gimmicks right now, and I understand why. The market is extremely competitive, and brewers will do just about anything to differentiate themselves from competitors. But I guess I kind of expect more from Stone.

Again, this Enjoy By IPA is a great beer, so I’m not trying to knock Stone. At the same time, I bet it will taste just fine in a couple of months—maybe not as good as it does today, but it’s not as if the brew will spoil or something. Stone doesn’t need to convince me to drink its beers with marketing gimmick. It has already earned my respect through quality brewing.

Stone’s Enjoy By 12.21.12 IPA gets a 9 out of 10 on the Urban Beer Nerd Scale. (It currently has a BeerAdvocate.com score of 94/100 based on 111 users reviews.)

Check out the above video or visit Stone’s website for more details. (And read my recent list of noteworthy IPAs all hop lovers should drink at least once for more recommendations on awesome hoppy brews.)

UBN

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New Stone ‘Enjoy by 12.21.12 IPA’ Now Shipping to 10 States

Stone Brewing Co. Enjoy By 12.21.12 IPA

Today Stone Brewing Co. announced via Facebook and Twitter that its new Enjoy By IPA is now shipping to ten states. Stone Enjoy By 12.21.12 IPA is the third Enjoy By IPA the brewery released this year, and it will be available in the following markets: Southern California, Central Coast California, Northern California, Illinois, Indiana, Iowa, Kentucky, Massachusetts, Missouri, New Jersey, New York City and Texas.

From Stone’s Facebook page:

“STONE ENJOY BY 12.21.12 IPA IS ON ITS WAY!

That’s right…a new wave of vibrant freshness and incredible hoppiness will soon be washing over the country…for purchase by those seeking the ultimate in instant beery gratification.”

And from StoneBrew.com:

“Let us present to you a new, devastatingly fresh double IPA. While freshness is a key component of many beers – especially big, citrusy, floral IPAs – we’ve taken it further, a lot further, in this IPA. You see, we specifically brewed it NOT to last. We’ve not only gone to extensive lengths to ensure that you’ll get this beer in your hands within an extraordinarily short window, we made sure that the Enjoy By date isn’t randomly etched in tiny text somewhere on the label, to be overlooked by all but the most attentive of retailers and consumers. Instead, we’re sending a clear message with the name of the beer itself that there is no better time than right now to enjoy this IPA.”

The initial Enjoy By 09.21.12 IPA was available only in Southern California, Chicago and New Jersey, and the second version, Enjoy By 11.09.12 shipped only to Colorado and Ohio, so Enjoy by 12.21.12 will be the most widely distributed version to date. And I’m extremely glad to see it will be hitting my home state of Massachusetts. She will be mine. Oh yes, she will be mine.

UBN

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