Hellshire release question

FWIW, I saw Hellshire at the Tanasbourne Trader Joe's this weekend, and the price was $17.99, not $11.99. But the hand-illustrated shelf tag looked more like 11 than 17. Still looking forward to trying it soon.

 

I see Hellshire on the shelf - no year vintage - and "drink fresh" printed on the label. Is that the Hellshire I've known? what gives? A barrel aged beer you can't age?

 

Ha!! Someone caught it. We have never put the year on the bottle. It’s always just been the number in the series I-IX
We switched graphic designers this year as well as doing a bunch of updates and tweaks to our labels, one being the “drink fresh.” So when we took the art from the Hellshire artist and handed it over to our GD he formatted it with the Drink Fresh. We got them back and honestly glanced over that fact during proofing from our printer. It wasn’t until labels arrived in house that we caught it. At that point it was too late in the game to get it changed, so we rolled with it.

It does say on the back label “aged for instant enjoyment or can be stored in a cool dark place for years to come.”

So yes you can age it.

Thanks for playing Innocent Label Mistakes with Dan.