A brewery in Austin, Texas decided that people needed more than just a six-pack or a 12-pack of beer, so it has come up with the idea for a 99-pack.
According to CBS Moneywatch, Austin Beerworks unveiled the 99-pack for its Peacemaker Anytime Ale earlier this week. The case is about seven-feet long, and it costs $99.
A video for the 99-pack says the Anytime Ale is “a beer for everyone.”
“You can have a Peacemaker pretty much anytime,” one of the narrators says.
The video also shows the brewery workers talking about how they tried to come up with different kinds of cases that were more than a six-pack or a 12-pack. And then it mentions that they came up with the idea for the 99-pack, which they call “the perfect size.” But the brewery does advise that people “bring a friend” when they go to purchase the beer, since it will be difficult getting it home.
“I can’t believe no one’s ever done this before; “I wonder why,” one of the narrators says.
The brewery is planning on releasing the first 20 of these 99-packs to stores in Austin this Thursday, August 28. While it is only being sold in Austin, word got around, and people have been begging for the brewery to start selling these cases in other states. Co-founder Michael Graham said he was “amazed” at the reception they have been receiving for the idea.
“We’re a small brewer,” Graham said. “We only sell in our hometown.”
Graham noted that the launch of the 99-pack is in line with school starting for the University of Texas, and the university’s football team hosting its first game this weekend. He also mentioned that he never expected it to become a popular thing.
“We conceived of it just to be silly, but we never thought there would be any real interest from retailers and consumers,” he said. “I guess we underestimated the power of a stupid idea.”
On its Facebook page, the brewery said it will take pictures of customers who purchase the 99-pack and try to take it home. The photos will be available on the brewery’s Facebook, Twitter, and Instagram pages.
While it reiterated that they’ll only have 20 cases for its launching weekend, the brewery did promise that there will be more in the future.
“We’ll be making more, because, apparently, y’all like to party,” the company posted.
If you live in Austin, will you be purchasing the 99-pack of Peacemaker Anytime Ale?
[Image: YouTube screencap of Peacemaker Anytime Ale commercial]