Locals Profit from Pliny the Younger Hype

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Every year, the release of Pliny the Younger, a highly sought-after beer from Russian River Brewing in Santa Rosa, California, draws crowds of enthusiasts from around the world. While the brewery has cracked down on reselling the actual beer, savvy locals have found ways to profit off the hype by selling Pliny-branded collectibles like coasters, keg collars, and empty bottles online for hefty markups.

Why it matters

The annual Pliny the Younger release is a major economic driver for the local Santa Rosa and Windsor communities, bringing in an estimated $5 million. While the brewery aims to limit reselling to preserve the experience for true fans, enterprising locals have found ways to capitalize on the demand for Pliny memorabilia and collectibles.

The details

In the past, some people would exploit a loophole in eBay's policies to resell growlers of the limited-release beer. However, the brewery has since closed that loophole, only allowing on-site sales of the beer. Now, locals are finding other ways to profit, selling Pliny-branded coasters, keg collars, and empty bottles online for as much as $40 each.

• The annual Pliny the Younger release typically occurs in February.
• The beer is only available for a limited time at the Russian River Brewing taprooms in Santa Rosa and Windsor.

What they’re saying

What’s next

Russian River Brewing may consider additional measures to curb the resale of Pliny the Younger collectibles and memorabilia, in order to preserve the experience for true fans of the beer.