Gone in 300 Seconds: Pliny the Younger Sells Out in a Flash in First Online Release

Dear Client: Russian River held the first ever online release of its highly-coveted Triple IPA Pliny the Younger yesterday, and it was basically over by the time it began. For anyone who thinks craft is on a worrisome trajectory, get a load of this: five minutes (300 seconds) was all it took for Russian River to blow through 8,000 cases -- each case containing 12 beers, four of them being Pliny the Younger -- priced at $115 a pop, reports