October 21, 2014

Austin Brewery Sells 99 Beers in a Single Case

peacemaker anytime ale

You’ve likely heard the song “99 Bottles of Beer on the Wall.” But did you know you could actually buy a case of 99 beers in Texas?

Local Austin brewery Austin Beerworks sold the 99-packs of its award winning Peacemaker Anytime Ale at select stores throughout Austin recently. The company sold out all 20 of the 82-pound, 7-foot-long cases within the first day the first day they were offered, but plans to release more soon.

The stunt started out as just a lighthearted joke. The brewery wanted a way to promote the re-branding of its Anytime Ale. Since the Anytime Ale is intended to be a beer for every occasion, the idea behind the 99-pack is that it gives buyers a beer for every potential occasion in just one case. So eventually, the joke stopped being a joke. And the 99-pack became a real offering.

Customers interested in getting their hands on a mega case of Peacemaker Anytime Ale followed along with the brewery through its social media accounts to find out which Austin stores would have the cases. Some customers even got a little upset that they weren’t able to snag their own on the first day of the promotion.

The company posted a statement to its Facebook page after the sellout day, saying:

“Today was a crazy day. Sounds like most of y’all had a good time. Thanks for stalking us from place to place and being nice to us. For those of y’all that didn’t have a good time, we’re really sorry. We knew there was no way to get 99-packs to everyone who wanted one, but we could have done a few things better.”

More specifically, the brewery said it should have been more clear about which accounts people should follow to get updates about the promotion. But the company still plans to offer more of the cases very soon, so even more customers should get a shot at buying their own.

A case of 99 beers doesn’t seem like a super practical promotion. But the unusual nature of the campaign certainly seems to have grabbed a lot of attention. And the more people who learn about the brewery, the more who are likely to try their beer, even if they don’t have the space or ability to transport a 99-pack.

In addition, by offering a limited number of packs and posting the store locations on social media, the company was able to promote its social media accounts and build a following that could last well beyond this promotion.

Image: Anytime Ale Video still

12 Comments ▼

Annie Pilon - Staff Writer


Annie Pilon Annie Pilon is a staff writer for Small Business Trends, covering entrepreneur profiles and feature stories. She is a freelance writer specializing in marketing, social media, and creative topics. When she’s not writing for her various freelance projects or her personal blog Wattlebird, she can be found exploring all that her home state of Michigan has to offer.

12 Reactions

  1. It sounds to me like the promotion took off well. This is another piece of proof that thinking outside of the box really does work for small businesses….now we have to start singing 999 bottles of beer on the wall…I’d love to see that case!

    • I think they should keep it limited edition – produce it once or twice a year, like at Christmas and/or the New Year.

      Oh, you’re joking now about 999 bottles of beer. Just you watch. They might take you up on that :-)

    • That would be incredibly difficult to transport/store, but I’d love to see people try!

      • Maybe a 999-case could fit in a really long lorry. The company could make it a quest to find such a lorry. It could be part of their promotional drive (‘xcuse the pun).

  2. A case of 99 beers?! That’s hilarious! I love that they followed through with what started as a joke! They’ve kicked off something rather unique :)

    • It’s definitely a unique promotion – I thought it was hilarious too. But more importantly it seems to have been successful for them.

  3. Since teens these days are drinking so many bottles, I think that this is really a good concept. It is even better if they get to save some money when they buy more.

    • I don’t understand the connection re: teen drinking, Aira. Are you saying it will discourage them from buying it (since it’s sold in a bulk of 99 cans) – or it will encourage them to buy it as you think it’s a cost saving?

    • Ahem, Aira! I don’t think teenage drinking is what that is all about. Sorry kiddo, but you’re way off base on that one. :)

      – Anita

    • “Well, I think I know where Aira is coming from, because I happen to know she is from the Philippines. There and in other countries outside the U.S., the drinking age is often lower. And 18 and 19 year olds drinking legally is more common than here in the states, where most states have consistently raised the drinking age over the past 20 or 30 years

  4. To that last comment about how “teens are drinking more beer now, and that makes less expensive beer a good idea… uhhhh….. wow. I’m some what sure that the brewery wasn’t targeting illegal drinking for minors with the campaign.

    • I’m sure that is not what they were targeting. As mentioned above, that comment is from a country where the drinking age is different. Doesn’t apply in the U.S., but if you substitute “teens” with “young adults” I can see the point of the post.

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