Pliny the Younger Release is Slated for Feb 7, 2014
Every year, the release of Pliny the Younger is a big deal, so much so that people line up in front Russian River Brewing Company in Santa Rosa, hoping to get a 10-ounce pour of the coveted and extremely limited production triple-hopped ale.
That time has come again, with the 2014 release slated for Feb. 7-20.
The cult beer is neither bottled nor available in growlers. It can only be had on draft at the pub for two weeks in February (and at a very few VIP restaurants). In previous years, waits to get in the 135-seat bar have lasted up to eight hours.
It’s not just locals, either, since beer lovers travel from across the country — indeed, the world — to get a sip of the 10.25 percent A.B.V. craft suds.
The experience can a bit rowdy and tiring so, for this year, Russian River Brewing owner Vinnie Cilurzo has introduced some helpful new things.
First, there is a special Pliny package offered with two area hotels, giving preferred room rates for people traveling to town specifically for the beer. Last year, the Flamingo Conference Resort & Spa jumped in with a Pliny promotion, and response was so strong that this year, The Hampton Inn of Windsor is joining up, too. Guests simply ask for the Pliny rates at Flamingo when making their reservations, and refer to promotional code #2982817 at The Hampton. Hotels within easy walking distance include the Hyatt Vineyard Creek, Hotel La Rose, Courtyard by Marriott. Find all hotels and lodging here.
Second, the Russian River brew crew has just posted a new web page providing tips (and rules) on how to make the line waiting adventure fun for customers, neighboring businesses, and local law enforcement.
Guests need to remember that there is no drinking alcohol or smoking anything allowed in line. Taking “cuts” are grounds for dismissal, and the line should take care not to block neighboring store entrances.
Perhaps the best bit of advice from Cilurzo is this: “Show up with your whole party, then take turns getting coffee, food, haircuts, shopping, or whatever,” he said. “We have many great businesses in Downtown Santa Rosa that would love your support and can help make the time waiting a little more enjoyable.”
That might mean enjoying hot braised tofu or mango chicken at Ting Hau nearly next door, taking in a wine tasting at Ancient Oak Cellars inside Corrick’s (a most notable gift, book and stationery shopping destination in itself), or indulging in a Swedish massage at the sleek La Chaise Rouge salon on 3rd Street.
When guests do make it inside the bar, they’ll notice a whole new set of digs, by the way. In celebration of the joint’s 10-year anniversary coming up in April, Cilurzo just finished a floor-to-ceiling renovation of the building, including a new bar structure.
Details: Russian River Brewing Company, 725 4th Street, Santa Rosa.