Russian River Brewing’s Pliny the Younger sells out online within 5 minutes
With more than 110,000 customers on Russian River Brewing Co.’s website at the 11 a.m. start time vying for the coveted triple India pale ale, many people were left unhappily with no Pliny — only the hope that in February 2022 the pandemic allows a return to the annual 14-day run at the Santa Rosa and Windsor taprooms.
Natalie Cilurzo, brewery co-owner along with her brewmaster husband, Vinnie, told Russian River’s loyal beer fans via Instagram they were very sorry there was not enough Pliny the Younger this year for everyone who wanted it.
She confirmed the $115 cases, each containing four bottles of the elusive high alcohol craft among 12 bottles, were gone by 11:05 a.m. Only one case per customer was allowed.
“We are doing the best we can with the resources we have,” Cilurzo said, as the company only brewed a third of what if would typically produce during the annual two-week Younger event that draws up to 25,000 global customers who often wait hours at the two brewpubs to taste it. “We physically could not do any more than that.”
stock WIX photo