To quote Heintz: “N-NOOOOOOO!!!”
Russian River’s Pliny the Younger was consumed in less than one day by eager customers waiting the better part of a year for this very limited, seasonal, Double IPA. Released on February 5th (the same day as the start of SF Beer Week), craft brew lovers traveled from all over the state just to get their four growlers worth of Younger, leaving nary a drop for visitors to the brewpub the following day.
We had no idea that 10 times more people would show up to the pub this year as compared to last year. We sent out the same two emails as we did the previous four years, one after we brewed the Younger and another just before the release. Since we started making Pliny the Younger 6 years ago, social media as changed our world drastically and it is much easier for one person to tell another person about a beer or an event. It is probably a good thing that we don’t twitter, my space, face book, etc… or it could have been even busier when we opened the doors at 11am.
There is still Pliny the Younger available for limited distribution to accounts locally and in Southern California as well as in a handful of states. Be on the lookout, this beer is sure to run out just as quickly at the craft watering hole nearest you!
(via: Russian River Brewing)
Wed, Feb 10, 2010
Beer News, Brewery News