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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