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.
This was the second time they’ve done this style of release, and early indications are that it is even more popular this time around than the last. It’s been just a week since the beer first appeared in Cincinnati and it seems that our supply is already gone. I had the opportunity to sample the beer on draft at the Cock & Bull in Hyde Park on Thursday night. I also was fortunate enough to find a bottle at a liquor store near my office for my dad, a friend, and I to split over the weekend.
This release of Enjoy By was kegged and bottled on October 5th, so I had it six days and then eight days after being shipped. And while that seems like an insanely quick turnaround, a new local brewery in town has a different take on things. Getting fresh beer from local breweries is each brewery’s number one goal. However it is often hard to tell how fresh a particular offering is, especially on draft. Fortunately this particular brewery does a great job of announcing when their beer is tapped throughout the city. All of this will definitely have me stopping to check for dates on bottles a little closer when making future purchases.