Deadlines are useful things. Without them, I’m pretty sure I’d never get anything done—I’ll even put off things I want to do, like trying beer that’s been sent to me. With Stone’s newest IPA, Enjoy By 9.21.12, I had a deadline: the brewery decided that freshness was so important to this beer that they made the expiration date part of the name.

While some beers age well, most will deteriorate over time—especially hoppy ones like IPAs. Since nearly all of Stone’s beers are intensely hoppy, the brewery is especially interested in making sure that their beers are consumed while they’re fresh. Last December, they ramped up their campaign against expired beer by releasing bottles of their IPA printed with an infographic that commanded people to check the expiration date and report any expired bottles.