(Escondido, CA) – Stone Brewing Co. is keeping the Enjoy By train moving with its latest edition to be announced (and arriving) this coming week, Stone Enjoy By 11.12.13 IPA.

Marketing copy for the uninitiated…

You have in your hands a 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’re getting 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’ve sent a clear message with the name of the beer itself that there is no better time than right now to enjoy this IPA.

Check out the full list of markets where this one is headed below.