“I’m sure their marketing department has had so many critiques on that and probably only keeps it around for its tackiness.” “They’re also the only brewery ever that’s been able to get away with using Comic Sans MS on their labels for so long,” he says. It’s always reminded Harmon of the classic Lucky Strike branding. The label popped in a simple, timeless, and eye-catching sort of way. Harmon mentions Indiana’s Three Floyds and Heady Topper from beloved The Alchemist in Vermont.īefore the can craze, Russian River was delivering tiny lots of 16-ounce bottles to select markets. Just a small handful of other limited-distribution offerings come to mind that inspire cross-country road trips. “It was on top of national beer media’s best-of lists for so long, and still is, and as the craft beer industry really took off in the late 2000s, people started traveling across the country to finally get to try it.” “I do think to a certain extent Pliny was kind of the first big beer to come out of the check-in beer nerd culture,” Harmon says. On top of that, the beer is the product of California, a state that is awarded a healthy amount of skepticism (rational and irrational) from many Pacific Northwesterners. Keep in mind this is Portland, nicknamed Beervana, where good craft ales virtually grow on trees. “For a while, it was a running joke - and very real reality - that at least once a shift I would get a call asking if we had Pliny the Elder on tap,” he says. On top of that, he credits a very talented brewer. He says the beer is a case study in marketing as well as the role of the internet and social media in beer. The decade-old bottle shop has been working with Pliny for a while. It’s also responsible for some of the most brilliant marketing tactics in domestic craft.Īndrew Harmon of BeerMongers in Portland knows the product well. Russian River Brewing's iconic Double IPA is the stuff of legends, attracting long lines and a wildly devoted fanbase. There are few American beers more celebrated than Pliny the Elder. The Nomadic Beer Maestros of Evil Twin Brewing Find a Permanent Home in Queensīreckenridge Brewery Celebrates Shark Week With Very Jaw-some Beerīoulevard Brewing Brings Tech N9ne’s Caribou Lou to Life as a Craft Beer Oskar Blues Brewery Releases French’s Mustard Beer Here’s How the Sierra Nevada Brewing Company Gives Back You don’t have to drink beer to support the Camp Fire Relief fund - you can donate directly here.įor those that want to homebrew a batch of Resilience, you can check out the recipe, which was provided by Sierra Nevada Brewing Company and scaled down from the original by Chip Walton of Chop and Brew, right here. You can also check out a brewery list by state here. To find what breweries near you are making Resilience Butte County Proud IPA, check out the Resilience IPA map above. If they’re not, you have until December 7 to convince them to join the relief efforts. With around 7,000 breweries in the United States, though, there’s a good chance at least one of your nearby producers will be participating. At that point, Sierra Nevada will be selling it on tap and in cans, and you will be able to get it on draft at your local brewery if it’s participating. The goal is to have the beer ready to go by December 17. To date, over 1,200 breweries have signed up - even Ambridge Brewery from the UK is joining in the efforts. Grossman went on to say they are working with malt, yeast, and hop distributors to provide breweries that sign up before December 7 with ingredients. The Camp Fire Relief Fund was started by Sierra Nevada with an initial $100,000 seeding. In addition, we are also asking every brewer in America to brew Resilience and do the same.” We will be brewing Resilience on Giving Tuesday, November 27 and donating 100-percent of the beer sales to the Camp Fire Relief Fund. We are proud to announce the upcoming release of Resilience Butte County Proud IPA. “Many of you have asked if we will be brewing a fundraiser beer to support Camp Fire relief efforts.
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