Pliny the Younger: New Rules For 2011
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.
Having seen the madness first hand, owners Vinnie and Natalie Cilurzo were quick to respond. This week, amid little fanfare, the Russian River FAQ was updated with this small bit on Pliny the Younger:
Younger is brewed once a year and is generally available around the first week of February. Given the overwhelmingly unexpected turnout at this year’s release, we are making some changes for next year. There will NO GROWLERS available to go. We will not be bottling it, either. Chances are we will still distribute a very small amount to key accounts in some or all markets in which we are distributed. That is still up for discussion. It will be available at our brewpub sometime in February to be consumed on-premise only, 10 ounces at a time. Perhaps this way it will last more than 8 hours and we won’t see it for sale on Ebay!
When contacted about the new rule, Vinnie had little to add but suggested availability within the Santa Rosa pub would be ensured throughout the week of the Younger release.
The question then goes to you, the enthusiastic beer geek. What do you make of the new rule regarding growlers?
As a local to Santa Rosa I really don’t mind. I buy surprisingly few growlers from the pub, preferring to enjoy a pint of whatever may be special that day in the pub while it’s fresh. With Pliny, Pig and various -Tions in the bottle now, the growler feels inefficient and sloppy.
My hope is that this will lead to a more casual enjoyment of this rare beer. People will be able to walk into the pub, sit down at the bar and enjoy a 10 ounce glass of hop nectar. They will then turn to their friend and be able to communicate without shouting. Isn’t this a better setting for fully appreciating a beer of this caliber than standing shoulder to shoulder, trying to pull out the rich aroma of hops and sweet malt against bad breath and body odor?
I also think this benefits those traveling long distances to drink the beer. I shared the table from a beer geek who joined us from Scandinavia. I talked to the first people in line who started waiting at 6:30 that morning and had driven from Santa Barbara (a solid 5-6 hour drive). These were success stories, but I am sure there were others who never got to try the beer. (Not to be cold-hearted but I don’t really sympathize for those who missed out, if someone came from Europe and was there in the morning, evidently there were others willing to do more to ensure they drank the beer).
Finally, I’m glad this shuts down the eBay trade. I’ve never been a fan of profiteering. People who have done nothing more than be present are making larger profits off of the product than those who put the effort into making the product. Whether it’s beer, baseball cards or life-sized military characters complete with vehicle, I’m just not a fan.
So let’s hear it!
11 Comments to “Pliny the Younger: New Rules For 2011”
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Normally I’d rather enjoy a pint at the Pub, too. But on Younger Release Day I’m sure it’ll be even tougher to belly-up to the bar. Are they going if they’ll enact a one glass per-person/per-order limit as well?
Love it. And totally agree that this benefits everyone, from locals to long-distance travelers. It’ll still be a big deal, and you’ll still feel that big-event buzz at the brewpub. The rarity of the PtY experience is a big part of its allure; this allows more people to partake while simultaneously chopping the legs out from profiteers. Win.
Personally, I can’t drink a whole 10 oz of PTY, let alone 64. But I might pop up, schedule permitting, just for the atmosphere. Then again, I couldn’t get to the coffee shop next door at 6:30, let alone Santa Rosa. But overall, I think this is the best way to handle the situation if everyone who makes the pilgrimage is rewarded with at least a glass and no one gets to be a douche and sell their coveted growler on eBay. That site’s only for douches who sell their coveted Beanie Babies.
@UU Couldn’t have been any tougher than last year. Plus, if kegs are held for each day, there’s bound to be an easy day or two to ramble in and have a pint.
Also, one 10 oz is good for me. I like to drink it alongside an Elder…and a Perdition.
Why don’t just increase production of the beer, or the price, or both? This would reduce the madness significantly. I have to confess that I don’t know the beer, maybe it is worth to fly from Europe to try it.
They already dedicate a full tank at the brewpub to production of a beer that takes 6 weeks to make. Increasing production would tale it out of the pub and put it into the production brewery. Then you’d have to bring kegs back to serve the pub. Better tp serve it directly from the tanks.
Russian River has always stood by their prices. They could easily raise prices across the board, do away with happy hours and really cash in. They’re not interested in treating their customers that way though. So the price of a 10 oz Younger stays at $4.25 (the regular price of a pint of Elder).
$4.25 for 10 oz. – it is interesting. For $4.25 one will not be able to buy a bottle of Bud Light in NJ.
Great article. I’m sure brewers are just as anguished at Ebay mark ups. Some are astronomical including shipping prices. What $100 US dollers for the special stuff. Without shipping.
I’d rather save the money for a day trip to Belgium to stock up and visit De Struise. It’s a fever pitch game with these beers. Due to the hype and poor management the situation goes out of control. I think Vinnie should be commended for this move. I hope he uses the procedes for a consistent and more widely exported beer.
Man, since when did profit become an evil? Seems it would be best for the brewer to RAISE the PRICE of the growlers. Maybe sell lotto tickets which would limit the amount one could purchase. Perhaps since DEMAND is so high they could make more SUPPLY?
@John, no one is saying profit is evil. As far as the supply side, you should read my previous comment.
I like RR beers and Have had the Younger and lots of the Elder, but in no way is it worth standing in line for hours for one. There are lots of easily available beers out not that give bot a run for the money.