Stone's Upside-Down Labels Aren't a Mistake. They're the Brewer's First Ad Campaign

The eye-catching stunt highlights its culture of trial and error

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Around mid-June, beer lovers browsing store shelves might have seen something odd on the bottles coming from California’s Stone Brewing: The labels were upside down.

As you might imagine, fans noticed, wondering if it was a printing error or maybe just some quarantine-era “why not?” approach to keeping things interesting.

In fact, as the brewer announced today, it was a teaser for Stone’s first ad campaign, “Leave No Stone Unturned.”

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