Santa Rosa brewery preparing for Pliny the Younger debut

SANTA ROSA, Calif. (KGO) -- An annual tradition recognized around the world is about to get underway in Santa Rosa. The beer known as Pliny the Younger will make its debut on Friday.

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.