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


Are you fodmap-compliant? The latest health fad uncovered

Forget gluten-free. Fodmaps are the latest food trend, and if you work in the soft drinks industry it is important to know where you stand with them....


India's Bihar state readies alcohol ban

Bihar is the latest state in India that will ban the consumption of alcohol, fulfilling an election pledge by the state's Chief Minister....


Baileys and the "bellwether of naffness"

Companies are very protective of their brand image. So it is refreshing to hear Diageo's Garbhan O’Bric, the global brand director for Baileys, speak the unvarnished truth when talking about the lique...


From pixels to pilsner - how video games are moving into alcohol

Alcohol companies love a good movie tie-in. A brush with Hollywood glamour seems to give marketers the warm and fuzzies, judging by the number of deals done over the past few years. The new James Bond...


Craft, imported beers near 50% volume share in US on-trade - figures

Craft and imported beers continue to take volume share from regular and light in the US on-trade and are quickly moving towards accounting for half of the market, new figures show....


Tax Free World Association - Day three: Beam Suntory's big boat and Patron's virtual home

just-drinks is in Cannes this week at the Tax Free World Association show. Here's the second part of Andy Morton's blog, which will keep you up-to-date at one of the most important dates in the Trave...

just-drinks homepage

Forgot your password?