Russian River Brewing Company’s famed Triple IPA Pliny the Younger will appear for its 10th year in 2014 and people are more excited than ever to get their hands on a glass of this very special beer. But is this craft creation truly worth all the hype and excitement? We say it definitely is, and we will explain why we think so.
It just happens to be that time of year again. When craft beer lovers, whether die hard or moderate fans, call in sick and rush to stand in long lines to get a glass of Liquid Gold. That’s right; we are talking about the return of Russian River’s famed masterpiece – Pliny the Younger. A beer who’s reputation has been matched, and possibly even surpassed by the hype surrounding the beloved brew. But is it REALLY worth all the trouble? Is it REALLY worth all the hype? We think it just might be. Here is why.
People lose their minds over material things every day. Most of the time, the general public doesn’t understand why these items become such a big deal to consumers. From video game consoles, to collectible shoes or toys, we all have our “thing”. I can admit that I have been guilty of this as well, in the form of buying multiple copies of a record on vinyl, some of which never even get the chance to feel the kiss of a record player’s needle. But what makes people go so insane over specific objects? Material things (as in collectible items) technically only hold a monetary value based on what we as consumers and collectors place on them. Manufacturing costs on most of these items don’t hold a candle to the suggested retail price, and are not even in the same galaxy as the resell value for some. With the value and rarity of said items comes the excitement, hype and sometimes (a lot of times) the insanity.
Some items in recent memory that have drawn much more intense craziness than a glass of craft beer include X Box game consoles, Nike Air Jordan’s and believe it or not, a little red creature that laughs when touched. That’s right; the ever famous Tickle Me Elmo. As a whole, the general public finds these items and the psychotic behavior people exercise to acquire them absurd. But to these crazed collectors, it is the nature of the beast. We have all heard the horror stories from people fighting over these items.
In January of 1997, People Magazine reported a Wal-Mart employee who was seen holding a Tickle Me Elmo doll was savagely attacked by shoppers trying to rip the item from his hands. It was reported that the employee sustained injuries to his back, knees and face, pulled a hamstring, broke a rib and suffered a concussion.
November 2008, New York Times reported another Wal-Mart employee (this seems to happen at these stores too often), was trying to hold back an angry Black Friday mob. The glass storefront doors bowed inwards as the crowd pushed, and soon they gave way. The employee was trampled TO DEATH! Let that soak in, all in the name of a bargain. The horror stories of extreme behavior based on over hyped up items are countless.
December 2011 marked the release of the Nike Air Jordan Reissue sneakers, and it goes without saying that “Sneaker Heads” were ready to do whatever necessary to get their hands on a pair. Reported by ABC News, four shoppers were arrested in Atlanta, Georgia when police responded to a mob by breaking out tear gas to calm the crowds that had broken through a glass storefront. Police also had to smash the windows of a car to rescue two children who had been left alone for hours as their mother went to buy the shoes. In Indianapolis, shoppers busted a door off the hinges and a woman was knocked to the ground in the scramble. The shoes retailed for $180, and were reportedly placed on eBay just hours after their initial release for up to $600.
You are probably wondering, what in the world does this all have to do with a glass of craft beer? Technically, nothing whatsoever. But think about it, has anyone ever wigged out so hard over a glass of Younger that another person has been trampled to death? Absolutely not, and no glass ever breaks. (Well, beer glasses maybe, but at least its not bar windows!) Certainly no one has ever been pepper sprayed while patiently waiting for a glass of the Younger.
The point is that you are a Craft Beer Lover! It is not that out of order to be interested in drinking this highly coveted beer, that just so happens to be pretty attainable to us in California. No one should make you feel bad about rushing down to your favorite craft beer bar in hopes of receiving a pour. As far as calling in sick for a taste, well, people call in sick for MUCH less every day. It was reported in 2011 that the Royal Wedding would cost the British economy BILLIONS in lost productivity over sick call-ins and days off. Talk about an insane reason to miss work.
Everyone has a “thing”. To you, it might be beautifully crafted beer. At least, unlike those stories mentioned above, craft beer fans can be civilized in their pursuit of beer glory. For some fans, Pliny the Younger is the Air Jordan of craft beer…their white whale. To most, it is the one beer they have always heard about, but have yet to be lucky enough to be in the right place at the right time to try. So is it worth the hype? Yeah! Why not? All things considered, it’s not all that wild to desire something that is in fact attainable and if you’re not hurting yourself or anyone else, who cares?
So, why go for it? Why not? All the previously mentioned dumb reasons aside, it’s a fantastic Triple IPA brewed by one of the greatest breweries in California. Loaded with tons of hops, and great body, it’s also incredibly well-balanced and smooth. Plus, if you are anything like me, you want to try anything this great at least once.
So don’t let people discourage your attempts or say that you are crazy. If you want to stand in line for hours in the cold for a sip of that beautifully hopped nectar, then Godspeed! Tell those Ralph Malph type naysayers in your life to “sit on it” and go enjoy yourself. Cheers, and be nice to each other on your journey.TBZ!
For more information on the 2014 release, check here.