Young and Hungry

Spotted: Stone Beer on ‘Top Chef Masters’

Eagle-eyed beerspotters could catch a glimpse of real-live good beer on Wednesday's episode of Top Chef Masters. On two occasions for a split-second, the camera showed contestant Graham Elliot Bowles drinking Stone Sublimely Self-Righteous Ale, a hefty, hoppy black seasonal. However short-lived, the sighting felt like payback on behalf of all beer drinkers after sitting through ad after ad for Michelob Ultra (actual slogan: "Live life to the ultra").

And yes, the ad featured in-line skating.

I've seen Top Chef contestants actually drink Michelob Ultra, but I've also seen Brooklyn beers make it on the show. Were either of these product placements? Were both? The Stone likely wasn't, given its <1-second cameo. I also got to taste the Sublimely Self-Righteous at Savor; billed as a "black double IPA," it had dark-roasted coffee notes followed by a bulldozer of hops to clear your palette. Sadly I think this season's is all gone, but if you spot it, tweet it!

  • Simon

    That's a nice spot. Too bad TopChefMasters basically sucks otherwise.

  • dan riley

    Michelob Ultra gets my car really clean.

  • Greg Koch

    Thanks for the good word! Stone Sublimely Self-Righteous Ale (SSSR) is not actually a 'seasonal' (we don't make any seasonal beers at Stone). The SSSR is brewed year-round, but only as we can fit it into the brew schedule...thus, it comes and it goes. Here's the overview of our lineup:

    BTW, we were honored that they contacted us and requested our beers for the show. We have never paid for product placement. Not our style. We prefer to earn our spot at the table.

    IMO, NO part of your meal should be able to be found at an average gas station mini-mart. You wouldn't get your produce, meats, breads, cheeses, or wines there! Same should go for the beer selection. Cheers to Top Chef Masters for their awesome taste in great craft beer!


    Greg Koch, CEO & co-founder
    Stone Brewing Co.