Pliny the Younger: A Recap
There are a few days in the craft beer world where the worst of the craft beer world is scraped up to the surface. People line up for hours just to get a beer, albeit one very special beer. Now this on its own isn’t bringing out the worst, but it leads to everything else. As such, I’m going to recap Pliny the Younger 2010 for those who happened to miss out.
Pliny the Younger: February 2, 2009
First, let’s turn back the clock. The date was February 2, 2009 and I found myself headed to the Russian River brewpub. It was after noon, I couldn’t tell you what time exactly because I was in no rush. I arrived at the pub to find a slight uptick in business, but nothing extreme. I sat down at the tables near the bar and had a couple beers over a bite to eat. Afterward, a friend strolled in, casually filled his growler (just one), then left. It was nice, it was a great way to enjoy Pliny the Younger and we referred to that day as “Monday.”
That was 2009, this is 2010. In 2010, “Monday” became a Friday and was referred to as “Younger Day.” This was the unofficial kickoff to SF Beer Week and people were flying in from around the world for a taste of that sweet nectar. Plans were made, time was taken off from work, tables would be secured and watches were to be synchronized. The assault on the Russian River was to begin.
The first people in line (later in the day)
At 8:30 the first patrons arrived to begin the line. They had traveled all the way from Santa Barbara (more than 6 hours away) to be at “Younger Day.” They were joined by the next folks at 9 am and a series of others after that. The line continued to grow.
Inside, the staff was working frantically to get ready for a crowd. 150 growlers were pre-filled before the doors were to open. Two taps were set up on the bar to serve Younger, more growlers than ever had been purchased for the day and the full staff was on hand. Time to open the doors.
The line for Pliny the Younger at 2pm
The line was steady and unrelenting. The doors opened at 11 am and even by 2pm the line was out the door and seemingly getting longer. The bar area was standing room only as people crowded to get a beer. With such a crowd and such demand for growlers, a third tap was added at the bar and a growler filling station set up in the brewery.
Still, there wasn’t enough. By 10 pm, all the Younger was gone and people were still waiting. This is the time where it began to get ugly.
Reports have come back about angry craft beer fans taking their frustration out on staff at the pub and at bars around the Bay Area where Pliny the Younger had run out. Some who had bought growlers were selling them on craigslist and eBay for as much as $102 (they sold for $35 in the pub). In short, the happy-go-lucky craft beer fan turned into an angry BMC drinker at the end of a beer festival and a greedy profiteer taking advantage of that anger.
Let’s address these issues one at a time. If you had waited in line and failed to receive any Younger, your frustration is understandable. If you did get a beer but couldn’t buy a growler, too bad, you still got the beer, don’t be greedy. If you came Saturday, or arrived at a bar where the beer had run out, you have no one to blame but yourself. Apparently others had made the effort to be there before you. Besides, if you’re at a place where Younger would have been poured, I am certain there were other equally tasty options on tap. Have a beer and relax.
As far as those who chose to sell their growlers online, shame on you. This isn’t the first time breweries have had a problem with internet distribution. A few years back, North Coast Brewing would mail order through California their special release beers. Then someone started selling them on eBay. As a result, craft beer fans would have to make the trip to Fort Bragg to purchase Rasputin XI, not a simple task. Thankfully, North Coast now has better distribution, but the fact is that people selling beer illegally online cost the rest of us an opportunity to drink good beer. Do not support these people.
Changes are planned for the coming Younger Days. I talked to Vinnie the other day and he’s looking into solutions. There may be steps taken that mirror those for Dark Lord Day or Kate the Great, but the fact is that next year, Russian River will be doing more to make the event better for all involved and ensure more people get the beer that they want. If you haven’t read it, head over to Russian River’s website and read what Vinnie and Natalie have to say about Younger Day and their response.
With all of that said, Pliny the Younger was fantastic. It’s a phenomenal beer and had briefly taken over the #1 spot in the world on Beer Advocate (still #12 here on RateBeer). The atmosphere inside the pub on Younger Day was wonderful with beer lovers visibly joyful to be drinking the massive Triple IPA. Even though I had a 2 hour wait for my one growler (destined for the friend mentioned earlier in the article) I had a great time and look forward to attending next year.
11 Comments to “Pliny the Younger: A Recap”
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Thanks for the report on the Pliny the Younger release. Strange things happen when media coverage collides with the realities of supply and demand.
Unchecked such situations can get out of hand even with the traditionally laid back craft beer crowd. Allowed to perpetuate craft beer fans will shoot themselves in the foot, and a mini-market bubble will grow up around the top craft beers. Let’s not do this.
My take on the situation: http://www.asheville-microbreweries.com/Articles_Pages/Pliny.php
One of the benefits to enjoying craft beer here is Philly is that we don’t have to deal with douchey masses of light beer drinkers.
At the most recent Friday the Firkinteenth at the Grey Lodge, I asked the doorman how many years he’d been working these massively packed Firkinteenths. He responded with, “seven.” I then asked the same doorman how many fights he’d dealt with over those seven years. His response: “zero.”
I’m so sorry to hear about the Younger Day transgressions. What is refreshing, however, is that Vinny and Natalie have dutifully acknowledged these issues and will attempt to remediate them in the future.
These craft beer events are for the more discerning of us who are out to enjoy good beers and good laughs. Let’s keep it that way.
I fear beer fans may already be shooting at their feet and blowing bubbles.
Again, it’s just beer. Everyone chill out.
Ah Younger Mania.. Tactical Penguin.. Sink the Bismark.. its great media for the industry but brings out the worst of ‘Geekdom’..
Interesting viewpoint on your experience with the younger..
I think you misunderstood cdags. It wasn’t light beer drinkers, the line was full of craft beer fans from around the world. There were no fights breaking out (not that I saw), but people were frustrated (understandably) upon not getting their beer after waiting so long and decided to take it out on whoever happened to be the bearer of bad news (not so understandably). No one jumped the bar and beat down any bartenders, but the point is that this isn’t the way to react to showing up late for the party.
Have Pliny the Younger Day to start Philly Beer Week and I am sure you would deal with similar conditions.
Whenever the “it” beer hits the scene, I use a different tactic. Here in Los Angeles when PtY came out. I simply go to a different bar. Instead of standing cheek to jowl and maybe not getting the beer I want, I was able to have a Sculpin and PtE in peace.
FWIW the eBay postings of Pliny the Younger were all removed/withdrawn (I bidded on them!), so I don’t think any were sold there. Craiglist, maybe.
That’s due in part to the certain folks who were keeping an eye out for those auctions and reported the sellers to ABC.
Ah, another example of the northern Californian sense of entitlement.
[...] Younger Day 2010 was wild. People lined up for hours, cases of growlers getting packed into cars, standing room only at the bar, and after 8 hours, angry people who were told there would be no more Pliny the Younger for 2010. If you were in the pub early in the day, it was a scene you’ll not forget any time soon. If you were waiting in line at 9pm, it sucked. [...]
[...] Pliny the Younger release day in 2010 was a wild time. Lines extended down the street, the bar area was packed shoulder to shoulder. Orders for beer took anywhere from 15-20 minutes with a growler fill taking even longer (I waited nearly two hours while enjoying the scene inside the pub). For 2011, there were big changes: no growler sales and a dedicated amount per day for two weeks. How did it all shake out? Did Russian River make the release better? [...]