Russian River’s Pliny the Younger is one of the most sought after annual releases in the craft beer world. Lines form out the door of the brewery every February as triple IPA lovers come from all over the world to experience the beer in its natural habitat. The brewery also sends kegs of Younger out to bars within its distribution area. People show up to those bars, see Pliny the Younger on tap, tweet their find to the world, and the keg goes dry within a couple of days. Supply and demand at its finest.
One Portland bar flipped the script by labeling their Pliny the Younger keg as Miller High Life, and only telling their regulars about the switch. Their goal was to make the keg last and give regulars a chance to enjoy the beer in peace. According SF Gate, if anyone was caught tweeting, texting, or Facebooking about the switcheroo, they would lose their Pliny the Younger privileges.
Gotta respect a bar’s dedication to its regulars.