Blog: I got 99 beers. Oh, no, hang on
James Wilmore | 3 September 2014
Often there's no guessing when a marketing prank will hit the spot and when it won't.
But Texas craft brewer Austin Beerworks appears to have hit the jackpot with its latest wease. Last week, the company launched '99 Packs' for its new Peacemaker Anytime Ale. The seven-foot long boxes contain a whopping 99 cans of the beer.
Only 20 boxes were released and quickly sold out on the first day. In fact, frustrated fans on Twitter hit out at not being able to get hold of the super-size packs.
"Today was a crazy day," Austin Beerworks admitted on its Facebook page. But for those that missed out, it had to apologise. "You're also free to yell at us and call us dirty names," the post said.
One fan was impressed though, commenting: "Brilliant marketing, just brilliant."
The brewer has announced more will be available from tomorrow. And to avoid any confusion, Beerworks said: "This time, we're going to post in advance who's getting them and how they plan to sell them."
On your marks, get set...
Sectors: Beer & cider
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
Miller Brands, the UK unit of SABMiller, has a launched a new 75cl bottle for its Peroni lager brand. ...
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Heineken to stay "active player" in beer M&A - CFO
- Focus - Pernod Ricard's Q1 sales by brand
- Time for Heineken to make a European break
- Moët Hennessy unveils first Travel Retail outlet
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- Whisky downturn slows Diageo's Scotch spend
- Pernod Ricard sees sales lift in Q1