Why Sonoma County is the Ultimate Beer Destination: A FeBREWary Celebration with Sayre Piotrkowski

Feb 15

While Sonoma County is widely known as wine country, Sayre Piotrkowski, executive director of the Bay Area Brewers Guild, contends that the region’s brewing scene is just as legendary, if not more so. Sayre argues that Sonoma County is one of the top five beer destinations in the world. Wow!

In our latest episode, we sat down with Sayre—an Advanced Cicerone and Petaluma native—to discuss the evolution of FeBREWary, the global impact of Sonoma County brewing, and why February has become the "Beaujolais Nouveau" moment for craft beer lovers.

What is FeBREWary?

Originally launched in partnership with Visit Santa Rosa, FeBREWary began as a campaign to boost local business during the slower winter months. Today, it has evolved into a massive cultural tradition.

According to Sayre, FeBREWary isn’t just a brewery crawl; it’s a celebration of the region's brewing heritage. The month-long campaign highlights the collaboration among local breweries, special beer releases, and the concentration of world-class brewing operations in Sonoma County. It’s anchored by the legendary release of Russian River’s Pliny the Younger and the Double IPA Festival in Hayward, events that helped spark the creation of SF Beer Week.

The Identity of Sonoma County Craft Beer

What makes Sonoma County beer culture so special? Sayre points to a few key factors:

The Power of Freshness: With pioneers like Moonlight and HenHouse prioritizing self-distribution and direct-to-retail relationships, the "fresh beer" movement was born here.
Agricultural Roots: The proximity to local ingredients and a culture that respects the land has created a fertile ground for innovation.
Great Man/Great Woman Theory: Sayre credits the region's beer identity to the luck of having pioneers like Brian Hunt and Vinnie Cilurzo establish their roots in Sonoma.

The FeBREWary "Starter Pack": 3 Essential Craft Beers

If you only have one day to taste the essence of Sonoma County, Sayre recommends these three distinct styles:

Death & Taxes (Moonlight Brewing): A legendary black lager that defines the region's technical prowess.
Pliny the Younger (Russian River Brewing): The Triple IPA that changed the world and remains a pinnacle of the FeBREWary tradition. Sayre says it’s the most sought-after beer in the universe.
Chismosa (Old Caz): A standout Mexican-style amber lager that represents the exciting future of local brewing.

The Future of the Bay Area Brewers Guild

Now at the helm of the Guild, Sayre is shifting the focus back to beer education and advocacy. In an industry that has recently leaned heavily into business analytics, Sayre is championing the "nerdy" side of beer—fostering curiosity and making sure the experience of drinking a local pint remains extraordinary.

Through initiatives like the Brew Deck newsletter, the Guild is working to ensure the long-term survival and sustainability of the breweries that make the Bay Area a global beer destination.

Planning Your FeBREWary Trip?

Don't just hit one spot. Sayre suggests building a "regional beer trail" to experience the diversity of the county—from the quiet, innovative producers to the world-renowned titans.

🍻 Crack One Open: The "Bright Future" Collaboration

Instead of reviewing something already in the glass, we preview a beer you’ll want to hunt down during SF Beer Week 2026.

Each Bay Area Brewers Guild chapter brewed a collaboration IPA for SF Beer Week — and the North Bay team (Old Caz, HenHouse, Parliament Brewing, Cuver, and more) created a modern West Coast IPA called:

Bright Future

✔ Clear & bright
✔ Crisp finish
✔ Low bitterness
✔ Big tropical hop aroma

How to get it: "Bright Future" launches February 20th. You can find it at Old Caz during SF Beer Week or sample all six guild collaboration IPAs at the SF Beer Week Kick Off Festival in San Francisco. Grab your tickets at SFBeerWeek.org!

If you’re building a Santa Rosa brewery itinerary, add this to the list.

Keywords: FeBREWary Santa Rosa, Sonoma County Beer, Bay Area Brewers Guild, Sayre Piotrkowski, Pliny the Younger release 2026, SF Beer Week, Sonoma County breweries, Craft Beer Tourism California.