The 2022 release of Russian River’s Pliny the Younger generated $6.1 million in economic impact, a record for the brewery and a $1 million (+20%) increase compared to 2020, the last year that the triple IPA was released.
The two-week in-person release of Pliny the Younger — held March 25 through April 7 at Russian River’s Windsor and Santa Rosa, California, pubs — followed a year off due to the COVID-19 pandemic forcing the cancellation of the 2021 release. COVID also caused a 2 ½ month delay in this year’s release — historically held the first Friday of February — due to pandemic-related staffing shortages.
During that two-week stretch, Russian River sold out of the 40,000 bottles of Pliny the Younger produced.
As in past years, the Sonoma County Economic Development Board conducted a survey of visitors to Russian River’s Windsor and Santa Rosa pubs over those two weeks. The survey found that 12,000 tourists from 42 states and five different countries made the trek to Sonoma County for Pliny the Younger.
The survey found that 11,982 people visited Santa Rosa, while 11,715 visited Windsor; 98% of those surveyed said they’d come back in the future. The average group size was 2.6 people, with each person spending around $299. Transportation costs averaged $578 for airfare and $548 for lodging in Sonoma County.
In past years, Pliny the Younger’s February release at Russian River’s pubs has been followed by draft distribution. However, with this year’s in-person postponement, the company decided to “break with another tradition and proceeded with wholesale distribution, as planned, in February,” Russian River co-owner Natalie Cilurzo wrote.
“As a result, no Younger was wasted due to this necessary last-minute decision,” she added.
Following the success of the later spring 2022 release and 85% of respondents saying they preferred or were indifferent to the later spring launch, the 2023 in-person release of Pliny the Younger will take place March 24-April 6 at Russian River’s two pubs. Bottles will be available for sale at the pubs.
However, draft will also go out to on-premise accounts in February, keeping with tradition.
“Another positive outcome from separating distribution from our in-person release was giving Pliny the Younger enthusiasts the opportunity to have it at their favorite local hangout, then again in person with us,” Cilurzo wrote.