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

Founded in 1996, Stone's first campaign is from agency Big Family Table. Stone Brewing

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.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."