Enjoy-By replacing Ruination Year round?

It appears that Enjoy by will be year round now that they have a 6 pack. I don't think they will strip Enjoy By and make it Ruination 2.0 because of the Enjoy By title is so unique. It will be different. Ruination will be a revamp of the old with new age hops.

 

I don't think that will be the case.

But then, I'm not a very good one to ask when it comes to conspiracy theories about Stone, as I know the actual facts. Kinda a buzz kill to have me in the room during those conversations? ;-]-=

-gk.

 

I just hope it doesn't become normally priced like Scuplin, aka too high.

 

Isn't Enjoy By already year round?

That said, I have been wondering how much longer Stone will be able to keep up the whole Enjoy By deal, at least in the way that it is now where they re-label and re-release it every 5-6 weeks. I can only imagine the cost of keeping that beer in distribution between the short window, re-labeling, re-boxing, etc. I was talking to some local store managers recently and they said Stone used to take back any unsold Enjoy By's that didn't sell by the Enjoy By date, but they're no longer doing that and the stores are expected to either sell it or eat it so some stores actually stopped ordering it. My fear is that eventually they will be forced to drop having the actual date on the label and just call it Stone Enjoy By IPA, and it will be distributed like all of their other beers, perhaps just in smaller batches so as to control the freshness a bit better. Would love to know the financials of the Enjoy By series and if it makes any real money.