Digital Pliny Release Sells Out in Four Minutes
The annual Russian River Brewing Company’s Pliny the Younger release, which normally draws hundreds of people to the Santa Rosa, CA brewery to wait in long lines to buy a pint, went digital this year.
Because of the pandemic, the brewery only sold bottles of the triple IPA online as part of a mixed 12-pack. And after just four minutes, fans of the popular beer found an “out of stock” message notice on the computer screen.
