This beer (the second of 2 in the series so far) is a very cool idea that hasn’t gotten much attention lately. Most people drink beer whenever they feel like it, some people keep beer for years letting it age, very few people strive to drink beer as fast as possible to experience an ultra fresh brew. That is Stone’s aim with this beer, and it’s predecessor the Enjoy By 9.21.12. They bottled and shipped this beer as fast as they could and once November 9th has come and gone they are taking back all the bottles and tossing them. This ensures that if this beer is consumed, it’s consumed fresh. The concept doesn’t matter much for many kinds of beers, especially my favorite Belgian ales, but when it comes to IPAs and super hoppy double IPAs the fresher the better. Hops lose their aroma and flavor with every day that goes by so Stone aims to make sure you get all the flavor. Now, don’t worry and think that the next IPA you buy is crap because it’s a few weeks old. A strawberry you buy at Kroger is still tasty, just not as rockin’ as one plucked off the vine.