Editor’s note: This article was originally published August 27, 2014
Would you spend $99.99 for a 99-pack of Austin Beerworks Peacemaker Anytime Ale? You’ll also probably need a couple of buddies to help you lug the thing through the store. And some room in your kitchen for all that beer. But you can do all that, right?
That’s what the brewery is counting on as they re-launch the name of their sessionable pale ale, the very first beer Austin Beerworks ever made. It’s now Peacemaker Anytime Ale — and 20 99-packs of it are releasing in stores tomorrow. Lest you try to make plans ahead of time to get your hands on one (and boy, you’ll need both hands) the brewers at Austin Beerworks are mum about which stores; they’ll reveal them via social media tomorrow. All will be in Austin.
To be clear, the gimmick is as much a light-hearted joke as it is not a hoax (yes, it’s real, a press release kept emphasizing). Austin Beerworks co-founder Michael Graham said in the release that when they were brainstorming with brand design studio Helms Workshop about how best to launch the brewery’s first official advertising campaign, the idea of a 99-pack was just a funny joke — until it wasn’t. The Helms team had been listing all the situations during which people want to be drinking Peacemaker (“in line for the best BBQ in the country,” “as a pre-workout,” “when the fish just aren’t biting” and the like) and realized that since there were so many, wouldn’t it be beneficial for people to have that many of the beers, too?
“This inspired us to create the world’s first and only 99-pack,” Graham said. “What started out as a joke became very real when we realized how much people love the idea of 99 beers for $99.99.”
They ultimately changed the name of Peacemaker to incorporate the idea you’ll want it “anytime” and created this ridiculous and awesome video about the 99-packs of Anytime Ale. To keep up-to-date on where these 99-packs will be, follow them on Twitter, Facebook and Instagram. And if you aren’t able to find one tomorrow, rest assured the brewery will release more.