News Russian Rivers’ Annual Pliny Release Generates Record $6.1 Million Economic Impact

We’ve seen economic impact reports for the beer industry as a whole, for the craft segment, both nationally and state-specific. But narrowing down to study the economic impact of a single beers release seems pretty microscopic. Unless its Pliny the Younger and the total impact to the local economy is a whopping $6.1 million.

Pliny the Younger, a renown triple IPA brewed by Russian River Brewing in Sonoma County, Calif., is released to the public briefly once a year. Traditionally, the week-long release has been in January, but due to county covid health orders in put in place during a winter surge in cases, RRBC owners Natalie and Vinnie Cilurzo postponed the release for seven weeks. The wait – and warmer weather paid off, as record crowds travelled to stand in line for up to six hours to try the beer at one of the two RRBC brewery pubs.

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The impact report found that visitors came from 42 states to sample the beer, surpassing the previous economic impact in January 2020 by 20%.

See the full story here.

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