Stochasticity Project Grapefruit IPA One of the Most Overblown Releases Ever

Stochasticity Project Grapefruit IPA One of the Most Overblown Releases Ever


Not to be outdone in either IPAs or marketing, the new Stochasticity Project beers launched with a Grapefruit IPA as a new brand stealthily coming from Stone Brewing Co. The press release has no mention of Stone, but is full of hyperbolic Stone-speak ("a first-of-its-kind, broad-scale experiment exploring the limits of imagination and the concept of randomness through the craft of brewing.") and a recognizable branding, as if the same designers wanted to take on The Matrix. It's a curious way to launch a product, not dissimilar to Coors' Blue Moon or Anheuser-Busch's Shock Top, or, closer to home, the Craft Brew Alliance's Omission. The perceived mystery around the launch could tragically obscure the quality of the first beer.
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