Brewery releases 99-pack of beer

29th 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.

r620-bbeaa10d1aff6c02f68b6260f2bd97d0

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.

One Response to “Brewery releases 99-pack of beer”

  1. jill says:

    I want one! How do I purchase one of these???

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

Account Manager

Justerini & Brooks
London, UK

Cider Master

Emily Estate UK Ltd
Bruton, Somerset, GB

Senior Customer Marketing Manager

Conviviality Group
London or Bristol, UK

Customer Marketing Manager- 12 month FTC

Conviviality Direct
London, UK

PR Account Executive

Clementine Communications Ltd
Fulham, UK

Marketing Manager

Berkmann Wine Cellars
London, N7, UK

Brand Manager

Berkmann Wine Cellars
London, N7, UK

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Global Chardonnay Masters 2017

Deadline : 8th September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Click to view more