At Russian River Brewing Company, they serve beers big and small. Among them, the beer that made the spot famous - an IPA called Pliny the Elder.
Each February, beer lovers line up for blocks, waiting hours for a taste of the beer surrounded by legend. But behind the taproom wall, that coveted beer is almost ready.
Brewmaster Vinnie Cilurzo is the mastermind behind the Triple IPA, a beer so tough to make they only serve it two weeks a year. He says warmed up just a bit, it's a symphony of citrus, floral and tropical notes.
Even more beautiful is the fact that it brings an estimated $5 million of business to the city. Hotels book up and t-shirts sell out.
For two weeks, Pliny the Younger will rule the streets then once again vanish into legend.