
Since 2004, Russian River Brewing Company has built a whirring local tourist economy around the yearly release of its famously hoppy triple IPA, Pliny the Younger, available on draft at its Sonoma County brewpubs, then distributed in kegs to a small number of area bars a week later. Last February, during its 15th annual Pliny release, the beer generated more than $4 million in visitor revenue, according to the Sonoma County Economic Development Board. But this month’s 16th annual Pliny release resulted in a whole new secondary economy. For the first time, Russian River put the previously draft-only beer …