Russian River Brewing’s 20th annual Pliny the Younger release contributed $8.6 million in economic impact to the local economy in Sonoma County, according to the California-based brewery and the Sonoma County Economic Development Board (EDB).
The total impact is a +36.5% increase versus the 2023 release, and double the impact of 2019, the last release before the COVID-19 pandemic, Russian River co-founder Natalie Cilurzo told Brewbound via email. Previous economic impacts from the release in recent years were $6.3 million in 2023, $6.1 million in 2022, $5.1 million in 2020, $4.2 million in 2019 and $3.4 million in 2018.
Consumers traveling to get their hands on the 10.25% triple IPA limited release – available on tap and in bottle at Russian River’s Santa Rosa and Windsor pubs March 22 through April 4 – directly contributed more than $5.4 million in economic impact, they reported.
An additional nearly $2.9 million in impact came from “business to business purchases in the supply chain taking place in Sonoma County that stem from the initial spending of Pliny the Younger travel parties,” as well as “spending of employees within the Sonoma County business’ supply chain,” according to the EDB. The release also generated $284,331 in local taxes.
An estimated 25,252 people made their way to Russian River for the launch – 12,655 at the Santa Rosa location, and 12,597 at the Windsor location. The average group size was 3.6 people, and groups visiting had an average spend of $329 at their respective Russian River locations.
Travelers for the release hailed from 40 states and territories and seven countries. Those travels contributed to the 161 “direct hotel bookings” from release attendees.
More than two-thirds of consumer spending (69%) was attributed to food services and accommodations while visiting Sonoma County, while 31% of spending went towards “other expenses, including entertainment, wineries, retail and transportation,” according to the EDB report.
“We heard from many local hotels, breweries, restaurants and bars who were grateful for the significant bump in the business during the two week release,” Cilurzo told Brewbound. “This brings us much joy and pride to see the local community benefiting as well from something that started a simple seasonal winter beer release 20 years ago!”
The majority of consumers (65%) were returning fans, and of those returning, the average years attended was six. Nearly all visitors (99%) said they would attend a future Pliny release.
Cilurzo joined the Brewbound Podcast On Location at the California Craft Beer Summit in Sacramento a few days before the Pliny launch.
“We’re super grateful that people continue to come out to Sonoma County, year after year, from all over the world, and they wait in line, and they enjoy it, rain or shine,” Cilurzo said at the time. “And they make reunions out of it. People meet each other, they get married, they have babies, and they continue to come back year after year after year.”
Listen to the full episode here or on your preferred podcast platform (the interview starts at the 40:24 mark).