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
Whenever we read anything about Millennial consumers, there is almost always mention of the personalisation trend as well as the importance of social media....
Ever wondered what fuels Anheuser-Busch InBev's acquisitional drive? Is it naked ambition? Faith? The good of mankind?...
C&C Group's Scottish sales and distribution unit, Tennent's, has launched a digital ordering app for its on-trade accounts....
Anheuser-Busch InBev is reportedly calling a halt to its Seth Rogan and Amy Schumer Bud Light campaign in the US....
Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....
- Diageo NA head on Trump, Millennials, Bourbon
- Has Millennial-mania drowned out elder consumers?
- Interview - Loch Lomond GTR head Andre de Almeida
- Trump, local spirits and the IR role - The Analyst
- Interview - Bernstein analyst Trevor Stirling
- Beam Suntory opens global headquarters in Chicago
- Absolut not "sufficiently focussed" on Millennials
- Diageo wine assets integration head to leave TWE
- Molson Coors names UK & Ireland managing director
- TWE renames Blossom Hill fruit wine range