Let us present to you a new, 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'll get 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're sending a clear message with the name of the beer itself that there is no better time than right now to enjoy this IPA.