As if today hadn’t seen enough hard-hitting, solar plexus shattering news, DDB HAS AN EXCLUSIVE BREAKING STORY BROUGHT TO YOU BY CBS SAN FRANCISCO:

http://sanfrancisco.cbslocal.com/2014/02/07/pre-dawn-swarm-hits-santa-rosa-brewery-to-sample-rare-pliny-the-younger/

According to the video and article, co-owner and brewery founder Vinnie Cilurzo is ecstatic to try his own beer; so much so that he stood in line outside his own establishment, despite having keys, for over 8 hours just to taste Pliny the Younger.

If you thought Zwanze was rare, imagine not even being able to taste your OWN BEER AS THE BREWER: that is how limited this precious potation truly is.

The article even interviews an early 20’s Vinnie Cilurzo in the video, showing his enthusiasm for a beer that he has brewed for years, seemingly since before he could legally drink based upon the footage provided.

The article goes on to add:

“It’s supposed to be some of the best,” said Vinnie Cilurzo, who was first in line at 6:45 a.m. Friday. “We’ve been standing here since about 11 p.m. the night prior.”

I don’t see Patrick Rue standing in line to try Wineification, to try this TRIPLE IPA YOU GOTTA GO BALLS TO THE WALL IN RARITY. This is a clear example of a growing inability for brewers to be able to taste their own beer, making them resort to standing in lines or trading with customers, often switching places at the cash register to organize traders with the customers themselves. A truly epic day indeed.

The article closes with very sage words from the traditionally modest Cilurzo:

“Get it while you can, definitely,” said Cilurzo.”

UPDATE: CBS San Francisco has just been awarded a fact checking journalism award for their exemplary work on this piece. A magnificent day for beer and telecommunications at large.