Brewery releases 99-pack of beer29th August, 2014 by Rupert Millar
A Texas brewery has eschewed the traditional six-pack of beer and released a mighty, seven foot long 99-pack for a simple US$99.
Austin Beerworks released 20 of the monster packs as part of a social media campaign for its new Peacemaker Anytime Ale but it has proved so popular that the brewery is going to produce more to ensure they last for the duration of the campaign.
Nonethless, the packs are limited edition, will only be available for a little while longer and are only available in Austin with no out-of-state shipping allowed.
Brewery founder, Michael Graham, explained that the idea behind the 99-pack started out as a joke with he and the design company thinking of times when large amounts of beer were needed – “waiting in line for a BBQ”, “when the fish aren’t biting” etc – but realised there were so many instances that maybe it wasn’t a bad idea after all.
“This inspired us to create the world’s first and only 99-pack,” said Graham. “What started out as a joke became very real when we realized how much people love the idea of 99 beers for $99.99.”
Yet even Graham has been surprised by the level of enthusiasm for the brew. He told CBS: “It’s really impractical. We conceived of it just to be silly.
“I guess we underestimated the power of a stupid idea.”
It’s lucky that most cars are big in the US as at seven feet long and weighing 82 pounds, it’s not the sort of packaging once can fit into something like a Smart car.
A promotional video showing the 99-pack in all its glory can be viewed on the brewer’s website here.
It seems everything really is bigger in Texas.