(Escondido, CA) – Stone Brewing Co., on Friday, gave its Enjoy By webpage a much-needed refresh and simpler design.

More importantly, assuming that we are interpreting the new design correctly, it looks like Stone Enjoy By 04.20.14 IPA is set to ship to all of Stone’s markets sometime next weekend. (D.C. appears to be missing but may be a technicality?)

This would mark the widest release to date for the beer though it won’t be the standard. The company has preserved the social media voting system which means that some markets will be left out on future editions if they don’t cast enough votes.

According to the countdown ticker, the beer will be packaged on Friday night, March 14th, and shipped to all markets immediately thereafter.

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Beer Marketing Copy:

You have in your hands a 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’re getting 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’ve sent a clear message with the name of the beer itself that there is no better time than right now to enjoy this IPA.