Blog: James WilmoreI 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

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