Pliny the Younger fans line up early for Russian River Brewing Co.’s annual beer release

After more than 24 hours waiting in line to be the first customers inside Friday morning for Russian River Brewing Co.’s annual Pliny the Younger beer release event, the verdict was unanimous for the three sleep-deprived beer connoisseurs who got the initial sips at the downtown Santa Rosa brewpub.

Was it really worth it?

“Every minute,” said Gerald Rapozo of Santa Rosa. “Even getting two hours of sleep.”

“Every moment,” chimed in Lindsey Waddell of Santa Rosa.

“Absolutely,” said Donovan Dorr of Monte Rio.

The trio’s quest kicked off the opening of the two-week event that is expected to draw thousands more to the Fourth Street brewpub as well as the brewery’s main facility in Windsor, pumping millions of dollars into the local tourism-driven economy and also signaling that life is getting closer to normal after two years of the COVID-19 pandemic.

The event was canceled last year as a result of the pandemic and instead the brewery had a limited online sale for customers. That digital offering sold out in less than five minutes, which disappointed many who could not get it shipped to them.

This year the event, which typically starts on the first Friday in February, was delayed for seven weeks because of the spike in omicron cases. The springtime setting, along with more visitors coming to Sonoma County as COVID-19 caseloads have dropped, appears to have resulted in even longer lines this year.

Vinnie Cilurzo, co-owner and brewmaster of Russian River Brewing Co., said he was heartened to see the turnout of customers again and noted that, besides the beer, many are attracted to the social aspect of the event. “We also want to get out and do something fun and just be a community and just be with friends,” Cilurzo said.

That was the case on Friday as 212 people were in line in Santa Rosa before the doors opened around 10:30 a.m. and an even larger line was waiting in Windsor. Fans were excited after missing it last year and buoyed by mild spring weather and more daylight compared to the event’s traditional winter date.

The crowds are not surprising as local breweries reported a surge in visitors last month, even after Pliny was delayed, as beer fans showed up to enjoy special releases offered by other producers such as HenHouse Brewing Co.’s Big Chicken release.

In past years, more than 25,000 customers have attended the release and brought in a record $5.1 million of economic activity into the area in 2020, according to the Sonoma County Economic Development Board.

Waits of three hours are common on weekdays and can extend to more than six hours on weekends. Customers wanting shorter lines are advised to come early during a weekday before doors open at 11 a.m. or after 7 p.m., especially at the Windsor brewpub.

“I think we haven’t had a turnout this big since 2015 or 2016,” said Natalie Cilurzo, co-owner of Russian River Brewing Co and Vinnie’s wife. “We still got it.”

Pliny the Younger is a triple India pale ale (IPA) that was first brewed in 2005 and has since become one of the most highly rated brews in the world, according to crowdsourced beer websites. It is a mix of various hops, led by Simcoe and Amarillo, that is slightly tweaked each year and comes in at a potent 10.25% alcohol content per serving.The brew is noted for its hoppy mouthfeel and a smooth finish despite being a powerful beer.

Dorr said he appreciated the smoothness of the beer and noted its dry finish. “Being such a hoppy beer, it was actually quite light,” he said. “Vinnie hides the alcohol. This does not taste at 10.25% at all.”

This year’s formula is the same as 2021 and includes a mix of nine various hops, among them a French one called Elixir, which carries some berry notes to the beer.

Customers can also purchase up to two bottles of Pliny the Younger priced at $12 each.

You can reach Staff Writer Bill Swindell at 707-521-5223 or bill.swindell@pressdemocrat.com. On Twitter @BillSwindell.