Russian River Pivots to DTC Shipping for Pliny the Younger 2021 Release

There won’t be a pilgrimage to Sonoma County for Russian River’s Pliny the Younger in 2021. Russian River Brewing Company announced Sunday that the onsite portion of its annual Pliny the Younger release in 2021 would be canceled due to the COVID-19 pandemic.

“While we will miss seeing our loyal friends and fans from around the world, it has become clear that it will not be safe for us to gather again by February 2021,” Russian River co-founder Natalie Cilurzo wrote to Brewbound.

However, all is not lost for Pliny the Younger fans living in the Golden State.

“We simply cannot go a whole year without making at least some Pliny the Younger,” Natalie Cilurzo wrote.

Instead of serving Pliny the Younger over two weekends in February 2021, Russian River will ship bottles of the triple IPA to consumers within California, who can participate in virtual tastings with Russian River founders Natalie and Vinnie Cilurzo.

Context: The annual release of Pliny the Younger, a triple IPA, is one of the biggest craft beer releases of the year and a major tourism event for the Windsor and Santa Rosa, California-based brewery.

Over two weekends in February 2020, the release of Pliny the Younger drew 23,000 tourists from 47 states and 14 countries who contributed more than $5 million to the local economy, according to a report from the Sonoma County Economic Development Board. The 2020 release marked the first time Russian River bottled Pliny the Younger.

The 2020 release of Pliny the Younger marked a bounceback for Sonoma County, where tourism had been hurt in recent years due to deadly wildfires.

As cases of COVID-19 and hospitalizations have surged in the U.S., events slated for the start of 2021 have either been canceled or postponed. The Brewers Association has paused registration for the annual Craft Brewers Conference, which is slated to take place March 29 through April 1, 2021, in San Diego.

The Pivot: Californians can order mixed 12-packs containing four 510 mL bottles of Pliny the Younger and other Russian River offerings.

“In an effort to recreate a true RRBC tasting experience, each mixed case will include four bottles of Younger plus two each of a few other fun RRBC beers,” Natalie Cilurzo wrote. “Bottles will neither be available at our brewpubs nor released for wholesale distribution.”

Russian River has not reopened its taprooms for indoor service since first shutting down in March 2020, and closed for outdoor service for a period earlier while nearby wildfires created unsafe conditions and air quality.

Cases of Pliny the Younger will go on sale in late January or early February, with an official release date yet to be announced.

A limited number of kegs will be sold to wholesalers for distribution to on-premise retailers, but the fluctuating nature of bar and restaurant operations in California makes it difficult to predict which accounts will receive the beer.

“With many of our accounts still (or potentially soon to be) shut down likely well into February, wholesale distribution will be unknown until the very last minute,” she wrote. “Draft accounts who receive a keg of Younger will be asked to refrain from hosting any events, thus avoiding throngs of thirsty customers unsafely gathering at their businesses.”

Other requests for on-premise accounts serving Pliny the Younger include tapping the beer as soon as it’s received to ensure freshness and only serving it for onsite consumption.

“Growler fills or other takeout containers will not be allowed in order to maintain the highest integrity of the beer, to curtail illegal bootlegging, and for sanitary reasons,” Natalie Cilurzo wrote.

Russian River began selling and shipping its beer directly to consumers within California in March after its taprooms shut down. By late summer, the company had sold more than 24,000 cases through the channel.

“We honestly did not know there was such a demand for our beer or even craft beer in the DTC channel,” Natalie Cilurzo told Brewbound in August. “Many customers have reached out to thank us for making their shelter in place experience more tolerable. Waiting for a shipment of our beer gives them something to look forward to.”

As of press time, a Pliny the Elder 12-pack retails for $61 and shipping for multiple locations within California costs $26. Russian River ships beer on Mondays, Tuesdays and Wednesdays; beer deliveries require the signature of a 21+ adult with proof of age on valid ID.