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Contact: Greg Koch, CEO, Stone Brewing Co.
(760) 471-4999 x102 or greg@stonebrew.com
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It's time that a true specialty ale entered the world of lo-carb beers. Stone Brewing is proud to announce the release of their newest offering: Stone Justification Ale. The brewery describes the beer as being a full-flavored, full-bodied, specialty lo-carb light beer.
"In Stone Justification Ale, we have created a beer with an extraordinary depth of flavor lightness," exalted Stone Brewing Co. CEO Greg Koch. "One might think that the near-nonexistence of carbs in the beer would lead to a similar non-existence of flavor. However, we're going to tell people different. In fact, much of the deep, rich, satisfying flavor of Stone Justification Ale comes from the way we describe it, which adds no carbs at all! In our promotional materials we describe it as having significantly more character than it actually has --- which is nearly none. The preponderance of the American public will perceive the beer in the way we tell them to perceive it." The brewery justifies this because it is the standard that has long been established in the light and lo-carb beer arena.
People are going to choose fat, calorie, and carbohydrate-laden foods no matter what. Stone Justification Ale helps them to feel better about those choices, and better about themselves as a result. Holding a Stone Justification Ale sends the message that you are taking care of yourself and that you are on your way to shedding those unsightly pounds. You can fake that you are enjoying the beer, but you can't fake how others see you. They have to do that themselves. Stone Justification Ale is a valuable piece of armor in that battle. The fact of the matter is that it is much easier for us to fool ourselves than it is to fool others. Stone Justification Ale is your partner in doing both. Don't want to go to the gym today? Have a Stone Justification Ale! Over did it at lunch? Have a Stone Justification Ale! Don't want to do anything other than sit on the couch, munch on empty-calorie snacks and watch games on TV all day? Have a sixer, or more, of Stone Justification Ale!
"Justification is an age-old, tried and true element of human nature," says Koch. "We all make idealized statements about ourselves and our behavior, and then violate those standards daily using justifications to explain the circumstance." An example might be a personal statement such as "I like to eat healthy and take care of myself," yet you say this while sitting in the drive-thru lane of a fast food joint. The justification? "I'm in a hurry right now. I'm starving and I just need something quick and I don't have a lot of money. I don't normally do this." Of course, it's no secret that simply preparing a sandwich at home is quicker, healthier and cheaper. Instead, people 'super-size' their combo meal, and justify it by getting a jumbo diet soda to go with it. They send the message that says "See, I could have gotten the regular jumbo soda, but I got the diet instead because I like to take care of Me."
Stone is proud of the financial angle of the project as well. "Despite the fact that we arrive at the lo-carb result by using a lot less ingredients and a lot more water, the market has demonstrated that we can sell it for a premium price," said Koch. "I like that. I really like that."
Stone Justification Ale will respond to consumer demands in that way as well. Some consumers drink light and lo-carb beers because they prefer the light flavor and texture. They like the fact that it doesn't taste like real beer, while being accompanied by marketing that says it does. "We want to send the message to the consumer that Stone Justification Ale can be that beer," says Koch. "We can talk in tried and true terms of the beer not making you feel full, of it not slowing you down, of it being satisfying but not heavy." Stone knows that some consumers would be delighted if we could figure out how to liquefy air and add a little alcohol to it. "We're working diligently on that, but in the meantime: Stone Justification Ale is your beer."
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