In late January, Russian River Brewing held their annual release of Pliny the Younger. Thanks to California’s liberal intra-state beer shipping laws, orders would be overnighted straight to consumers' front door as part of a mixed 12-pack. Participation in this year’s celebration would never be more convenient for fans lucky enough to purchase an allocation, but there was a problem. COVID trends lead to demand reaching all-time highs, exceeding supply by at least 15X, while patience and empathy from a sub-section of customers fell to all-time lows.

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