Have you ever taken a long road trip and to pass the time, sang '99 Bottles of Beer on the Wall'? I know I used to, and now one Texas brewing company is making that song a reality with the release of a 99 pack.
Austin Beerworks, a small brewery in Austin, Texas unveiled their genius idea this past week as a social media/marketing campaign for their newest brew known as Peacemaker Anytime Ale. As described, the pack contains 99 cans of the craft beer which is supposed to be a lighter brew with a refreshing taste. It's a beer you can drink at anytime, hence the name. The brewery states, "since it's a beer you can drink anytime, you are going to need more than a few on hand." And thus, the idea of the 99 pack was born. The brewers believed that it was the perfect size, and they are now the only beer company to come up with and offer this idea to consumers.
The case itself, is seven feet long and weighs 82 pounds and costs $99. It's such a massive size, that you need at least two people to carry the case. The idea first started out as a joke for the brewery, however when word got out, many stores wanted the brewery to bring the idea to life. Austin Beerworks listened to the demands, and as it turns out, the 99 pack became a huge success. They originally released 20 cases throughout the Austin area and sold out within the first day of release. Many people in Austin were extremely upset that the cases sold out so quickly, especially because people searched all over the Austin area to purchase the mega case.
Austin Beerworks has promised to keep issuing more 99 Packs due to its great success. They plan on releasing about 20 cases each week. Unfortunately, the 99 Packs are only available in the general Austin area and the only way to get them, is to go to Austin since laws prevent the brewery from shipping the cases. Hopefully if the success continues, the company will decide to sell the cases throughout the country, and perhaps other breweries will adopt a similar idea.
Here's a short video from Austin Beerworks about the 99 pack. The next time you start singing '99 Bottles of Beer on the Wall', think about what you actually might do with a large quantity like that.
