Pliny The Younger 2020 Release: Cheers To Bottles!

SONOMA COUNTY, CA — What happens the first Friday of every February and brings 10s of thousands of people and $4.2 million in revenue to Sonoma County? That's right, a hop-filled, two-week frenzy is set to hit SoCo for the 16th year starting Friday for the Russian River Brewing Company's annual Pliny the Younger Triple IPA release.

Known for its 10-plus-percent alcohol punch —10.25 percent is this year's estimate — and smooth taste, the Younger composes at least five different hops and malt. For the 2020 release, guests can enjoy Younger in Russian River Brewing Company's signature 510-ml bottles. The offer is good at both locations — 725 Fourth St. in downtown Santa Rosa; 700 Mitchell Lane in Windsor — for customers who sit at a table or the bar.

"Pliny the Younger 2020 will include something we have never done before, and said we would likely never do," the company said on its website. "Each guest will be able to buy two bottles which we can track by a fourth tab on the wristband they receive upon entering the pubs. Pliny the Younger bottles will only be available to guests who come for the full experience in our brewpubs and will not be sold in the gift shops. Younger bottles will not be distributed, while draft distribution begins the second week of February."

Also new for this year's release: an exclusive beer preview dinner. The event, which sold out in a matter of hours, is definitely remaining on the calendar for future releases, the company said.

Guests can still enjoy a "generous pour" of Pliny the Younger on guided tours, which can be booked at Russianriverbrewing.com.

Both Russian River Brewing Company locations open at 11 a.m. daily.

The brewery advises people planning to visit either brewery to anticipate lines of at least an hour to as long as six. Once inside, customers are allowed three 10-ounce drinks of the Younger.

Cheers!

Bay City News Service contributed to this report.