It was winter 2010 and Vinnie Cilurzo noticed a line had formed outside of his Russian River Brewing Co. in Santa Rosa, California.
“My life changed that day,” Cilurzo recalls. “I went out and asked them what they were all waiting for.
“They were like ‘We are waiting for your beer, dummy.’ ”
It was the release party for the triple India pale ale called Pliny The Younger, an extremely hoppy beer that would sell out in one day. Now when Russian River releases the beer over a two-week period every February, people camp out in line for several hours.
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