Stone Brewing Features Upside Down Labels in its First Ad Campaign

Stone Brewing, one of the top craft breweries in the United States, has launched a new ad campaign, one that likely already had some of its fan base puzzled if they happened upon a bottle of Stone beer and noticed the upside- down label. No, it’s not because you’ve had one too many, nor is it due to a packaging error. It’s part of a campaign to ‘Leave No Stone Unturned’, emphasizing that years of trial and error have resulted in craft beer that is polished to perfection.

Stone started distribution of its upside- down labels on beer bottles starting in mid- June, but the brewery made no mention of what was going on. Stone Brewing says it plans to leave the labels this way for quite some time and co- founder Greg Koch says he hopes the eye- catching labels will convince fans to revisit Stone and perhaps try a new beer from the portfolio.  

“Since founding Stone Brewing in 1996, we’ve been fortunate to participate in making the craft beer revolution what it is today,” explained Koch. “Stone enthusiasts have come to expect innovation and collaboration, and frankly it’s been our honor to deliver. We’re undertaking an ad campaign that we hope will simply remind our fans to both revisit our iconic Stone IPA, as well as to ‘unturn’ some new Stones and discover our wide range of more recent offerings.”

Leave No Stone Unturned is Stone Brewing’s first ever advertising campaign and it’s being handled in style by Stone’s creative agency, Big Family Table. The beer’s upside- down labels will appear on the bottles, on billboards, and elsewhere as part of the campaign. If you haven’t tipped a bottle of Stone beer lately, this would be a great time to get reacquainted with this iconic California brewery and reminisce about the reasons you have grown so fond of Stone Brewing over the past quarter century. I’m going to pop open a can of Stone IPA myself, right now!