Stone Brewing, the nation’s 9th largest independent craft brewery, announced that its upside-down labels are no mistake. In a bold campaign titled “Leave No Stone Unturned,” Stone deliberately applied upside-down labels to highlight the value of mistakes in crafting great beer.

The campaign underscores how years of trial and error have refined every detail—from ingredient sourcing and brewing to distribution and service. While any company can celebrate success, Stone takes pride in the lessons learned from failure, shaping a culture where missteps fuel excellence.