Russian River Beatification 1-10-2012 Release 3/30

Details from Russian River regarding the upcoming release of their Beatification:

Greetings from cold and wet Santa Rosa! Old Man Winter finally found his way to California and he is making up for lost time. And hopefully we are getting some much-needed snow in the Sierras.

We are still releasing the next batch of Beatification, bottled on date 011012, this FRIDAY, March 30th. Due to the great response for this rather large release, we are expecting a good turnout! I doubt it will be anything like the Younger release, but we are planning ahead in preparation for larger than usual crowds. There may also be bad weather on Friday. So here is what we are going to try for the first time: we are going to allow bottle sales only BEFORE we open from 9Am to 11AM. Our thinking is that this will allow folks who just want to buy bottles and don’t have time to stay, or perhaps need to go back to work, the ability to pick up some Beatification without having to wait in a long line or for a busy bartender or server to help you. I used to work for Silver Oak Cellars and this is how they ran their Release Day twice a year. The pub does not open until 11AM, but we are not working in the brewery that day so we can utilize that space for Beatification bottle sales. We will have you queue up at the Fourth Street door by the Brewhouse (to the left of the patio when looking at the pub entrance). Keti will ring up your order at the register by the of the Board Room (you won’t even enter the pub). Then you will walk through the brewery to the pick-up area back by the rollup door on the Fifth Street side and show your receipt to an employee who will then hand you your beer. Chances are pretty good that employee will be me or Vinnie (or both) since we kind of need everyone else in the pub that day! You are welcome to buy other bottles, if you so desire. But only bottles- we will not be able to fill growlers or get merchandise at that time. If you are interested in anything other than bottled beer, you will just need to come when we open at 11AM! To be fair, we will have hand-stamps for Beatification and Pliny the Elder purchases. Beatification is limited to up to 6 bottles, and Pliny is up to 24 bottles per person per day. We are not being the beer police, we are just trying to be fair to folks who are not able to be there first thing in the morning and give them a chance to buy some later that day, and hopefully the next day. And we certainly don’t need to run out of Pliny before the weekend!

Are we going to run out of Beatification that day? We don’t think so, but that’s what we said 3 years ago when a million people showed up for the release of Pliny the Younger! This entire batch of Beatification was bottled, so there will be none on tap. But there will be plenty of chilled bottles available for your enjoyment in our pub, which I strongly encourage you to do! AND any bottles you enjoy in our pub will NOT go against your 6 bottle limit. You can still take 6 bottles to go no matter how many you enjoy with our fabulous pizza and other tasty beers! One last reminder- thank you, as always, for respecting our wishes and NOT reselling any of our beer. This beer is meant to be shared, traded, or enjoyed, and it makes a lovely gift!

I will post to my blog and on our Facebook page to notify our loyal friends and fans if/when we run out of Beatification, whenever that may be. Unless it’s after I go to bed, then I will do it first thing in the morning!