Hopheads, you’re officially on the clock! You’ve got 35 days to uncap and savor the abundantly fresh hoppiness of Stone Enjoy By 12.21.12 IPA. But before you start grousing about being given the directive to consume your beer (at this point, it’s good to realize that there is absolutely nothing to complain about here), know this—we’re not the ones with the death-grip on the stopwatch. This quite literal “deadline” has been decreed by the ancient Mayan civilization.
Even more popular than Rolex or Timex for their time-telling devices, the Mayans are most famous for the calendar they constructed and used in pre-Columbian Mesoamerica dating back to fifth century BC. It served numerous early civilizations well, but wasn’t exactly “built to last.” You see, as has been well documented, the Maya calendar comes to an end on December 21, 2012 (aka: 12.21.12).
There’s plenty of skepticism about 12.21.12 actually being the End of Days. Some think that, with the invention of leap years, the date has already come and gone. Others think the Mayans just got lazy and decided to knock off for whatever fermentable beverage they were crafting way back when, never to return to the industrious chore of calendaring for days they wouldn’t be around to see anyway.
We at Stone choose not to be opinionated (for once). Why take chances? If there’s even a 0.000000001% chance the world is coming to an end, we want to make sure the last beer we—or our fans—quaff is a most exceptional one. So, we decided to release our latest round of Stone Enjoy By IPA (another timeless invention that isn’t built to last) so that the final day of its 35-day shelf-life coincided with the last day on the Maya calendar. Actually, we can’t take all the credit. The idea for this came from one of our fans, Tom Newpher.
So, proponents of freshness, hops and fresh hops, you have that creative soul to thank for the immediacy of this round of Stone Enjoy By IPA. Join us in raising a Stone Enjoy By 12.21.12 IPA and saluting him as well as the brilliant history of this spinning blue-green orb we will, hopefully, continue to inhabit for a long time to come. Hoisting a pint with fingers crossed is a bit tough, but it’s worth it!
Stone Enjoy By 12.21.12 IPA is available in California, Illinois, Indiana, Iowa, Kentucky, Massachusetts, Missouri, New Jersey, New York City and Texas. This is the most territories we’ve shipped Enjoy By to to-date. If you don’t see your home state on here, fret not. You can vote to get your hometown in the mix by visiting our Enjoy By webpage and voting on social media like so: #EnjoyBy #YourCity (of course, you’ll want to enter something like “Amarillo” or “Los Angeles” versus “YourCity”).