Listen to Austin 360 Radio

Remember Austin Beerworks’ 99-pack of beer? Now, a macro brewery has one, too

Arianna Auber
Austin Beerworks re-launched the Peacemaker Anytime Ale by releasing it in limited-edition 99-packs of beer three years ago.

Austin Beerworks wasn’t afraid to call out Pabst this holiday weekend for releasing virtually the same thing as the local brewery’s outrageous 2014 project of a 99-pack of beer.

Available in Canada only, Pabst’s 99-can case of its Blue Ribbon debuted the week before Christmas, and people were quick — as they were three years ago — to pose with the long, rectangular box of beer often taller than them. In August 2014, Austin Beerworks celebrated the re-launch of its easy-drinking pale ale, Peacemaker, with the 99 packs, which quickly went viral and sold out.

The North Austin brewery published a Facebook post on Christmas Day condemning Pabst’s awkwardly named “99 cannettes” pack for its lack of originality, and the post has already gained more than 1,000 reactions and more than 100 shares. The post tagged Pabst Blue Ribbon.

“We didn't think anyone would ever come up with a stupider idea than the 99-packs of Peacemaker Anytime Ale we released in 2014. But Pabst Blue Ribbon proved us wrong,” the Facebook post read. “With all the resources in the world, the best they could come up with is a bad version of something that's already been done. Without passion and creativity, all you end up with are watered down ideas (and beer).”

“That's why there will always be a place for craft beer. Thanks for the reminder,” the Facebook post concluded.

A commenter pointed out that Pabst sells more than Austin Beerworks, so “haters gonna hate.” 

And Austin Beerworks responded to that, too: “A very large brewery with a massive marketing budget chose to copy the idea and execution of a small brewery, without requesting permission or giving any credit. We put up with so much behind-the-scenes bullying by these companies that when they do something like this in public, they 100 percent deserve to get called out for it.”

So far, Pabst has not responded to the call-out.