But Russian River will not leave its devoted beer aficionados empty-handed. It will offer a case of four bottles of Pliny the Younger as part of a mixed case of bottles that will go on sale online in late January. The cases will be available for shipping only to California residents.
The brewery intends to produce at least 5,000 cases that will include four 510-milliliter Pliny the Younger bottles and eight other bottles of its craft beers. The price and the selection of other beers have not been determined yet. The brewery is working with an internet technology company to ensure it will have enough bandwidth on its website to handle the consumer rush once sales are available. Russian River officials also want to block people from using online bots to buy cases and resell them for a profit on online beer-trading forums. Last year $10 Younger bottles were offered for resale online for as much as $120 a bottle.
Tens of thousands of beer geeks will be able to make their annual pilgrimage to Sonoma County once again in 2022. The release of Pliny the Younger, arguably the most sought-after beer in the world, will be back to normal in February, after a year of online-only sales that brewery owners described as chaotic and challenging.
Still, to be prepared for an online stampede for Pliny the Younger, the Cilurzos have taken steps with their internet sales vendor Shopify Inc. to be able to handle 4,500 transactions per minute, she said. The brewery will audit every single order to ensure customers receive only one 12-pack case to prevent resellers. The 12-pack also will contain its flagship Pliny the Elder and a specialty sour cherry beer among other brews.
While this year's Pliny the Younger release looked a little different from other years, one thing remained the same: the beer's immense popularity. In its first online-only release in history, the beloved triple IPA from Russian River Brewing sold out in a mere 5 minutes Thursday morning.
Released once a year in non-COVID years during a special holiday called Dark Lord Day, Three Floyd's 15% ABV Russian Imperial Stout with molasses and vanilla defines exclusivity. You'll need to go directly to Three Floyd's home in Munster, IN, to get a bottle. But, traders rampantly offer all different aged versions of this beer online.
Longtime beer journalist John Holl is calling in to Brew Ha Ha to talk to Herlinda Heras and Harry Duke about the relaunch of All About Beer, a once-leading online magazine that covered the craft beer revolution. The magazine launched in 1979 when Mike and Bunny Bozak had an intuitive sense that something big was about to happen in the beer world. Now, John Holl and Andy Crouch are bringing the online magazine back. 59ce067264