(Escondido, CA) – The Chicago Tribune quietly reported earlier this month that the next beer in Stone Brewing Company’s Enjoy By series will be Enjoy By 11.09.12 IPA. The beer will be available in Ohio, Colorado and (presumably) Southern California.
Stone is holding a book signing in Escondido for Brewmaster, Mitch Steele’s, new IPA book on October 4th and it looks like the event may double as a release party for Enjoy By 11.09.12 IPA.
That date happens to be 35 days before November 9th, the same timeframe for which the brewery plans to make each release available to maintain optimal freshness. Any Enjoy By beers still available in the market 35 days after their initial release will be pulled from shelves.
That said, indications from the inaugural Enjoy By IPA release are that Stone and its wholesalers won’t have to worry about dealing with ‘old’ beer.
From both a sales, logistics and consumer engagement standpoint, Enjoy By 09.21.12 IPA appears to have been wildly successful.
CEO, Greg Koch, recently said on the Aleheads podcast that the beer was bottled on a Friday and reached shelves and taps in Chicago and New Jersey the following Tuesday. In both Chicago and New Jersey, the beers disappeared quickly from retailers. Since then, countless fans have lobbied on social media channels for Stone to send the next Enjoy By series beer to their city. The company is tabulating all the votes with a slick webpage dedicated to the project. According to the company, all three regions where Enjoy By 09.21.12 IPA was shipped want more.
As to why Ohio and Colorado, Stone has yet to comment on why the company chose those two regions though Koch said in the aforementioned podcast that they chose New Jersey and Chicago for the first release because the “wholesalers were really enthusiastic about participating.” The company leaked in a distributor memo last year that New Jersey-based Hunterdon Distributors and Chicago-based Windy City Distributors were both among the company’s top ten wholesalers in cases shipped.
Ohio and Colorado are Stone’s third and fourth-ranked markets (not necessarily in that order) outside of Southern California. Denver-based CR Goodman and Cincinnati-based Cavalier Distributing were (and may still be) also among the company’s top ten wholesalers, according to the memo.
The release coincides with the Great American Beer Festival which takes place in Denver next month as well as the tenth anniversary year of Stone distributing in Ohio.
If the pattern continues for the third Enjoy By IPA release, consider that Texas, Arizona and Washington are top-performing markets where Stone has close relationships with key wholesalers.