The Russian River Brewing Company has canceled its 2021 Pliny the Younger release event. Their super-hopped India Pale Ale is brewed only once a year and is available for only a couple weeks. (Pliny the Elder IPA is on the brewpub’s menu year round.)
Last year’s release attracted beer aficionados from forty-seven states and fourteen countries. Every February, intrepid beer drinkers wait for hours in blocks-long lines outside the brewery in downtown Santa Rosa for a ration of the celebrated brew. (Russian River Brewing opened a second, larger brewpub in nearby Windsor in late 2019.)
The Sonoma County Economic Development Board estimates the two-week Pliny the Younger event brought $5.1 million into the local economy last year.
The two Russian River brewpubs have been closed for indoor drinking and eating since March. Husband-and-wife owners Vinnie and Natalie Cilurzo think it very unlikely that they will be able to host even outdoor dining by February 2021. Even if COVID-19 is under control by then, February weather in Sonoma County is typically not welcoming to outdoor seating.
Pliny the Younger will still be brewed. Most will be bottled this time. A few kegs will be set aside for local brewpubs who have been loyal customers in past years. The bottled beer can be purchased online beginning late January, but will be shipped only within California. The Cilurzos are working on a web site robust enough to handle the expected traffic. They also want to block Internet bots from buying cases and reselling them through online beer-trading forums. Last year, 510-milliliter Pliny the Younger bottles that sold for $10 turned up online for as much as $120 a bottle.