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
The Coca-Cola Co has had its fair share of critics this year, from health campaigners to investor David Winters, who this week called for CEO Muhtar Kent to be replaced....
Bell's Brewery, the US's seventh largest craft beer producer, is expanding its distribution footprint in southern California....
The UK health lobby is always very vocal on alcohol at this time of year, predictably so, and this year is no different. ...
An Indian state that proposed a complete alcohol ban within ten years is to water down its plans after an industry backlash, according to reports....
“Ah, yes, you've hit upon a very sensitive area,” says Thomas, my guide at the Carlsberg Brewery in Copenhagen last Friday....
Experimentation has long been a watchword in the Scotch whisky industry. It is what has given consumers the huge range of ageing options, from refill hogsheads to virgin oak to Sherry butts....
- Review of the Year 2014 - Part IV: Spirits
- Cuba-US Normalisation: Bacardi, Pernod Winners?
- Review of the Year 2014 - Part V: Wine
- just Five Years Ago - Belvedere Group's Bumpy Ride
- just the Ten - Editor's Viewpoints of 2014
- Belvédère to sell assets, streamline portfolio
- Campari to bag EUR19m with "non-core" assets sale
- Pernod agrees Caribe Cooler sale to Grupo Bepensa
- Pernod wins consent for Glenlivet upgrade
- Thailand pulls back from New Year alcohol ban