You know that cliché saying about everything being bigger in Texas? Well, I’m here to reluctantly support that generalization. Ever heard of Austin Beerworks? I hadn’t until this week.
If you’re unfamiliar, Austin Beerworks is a craft brewery out of – you guessed it – Austin, Texas. They started in May of 2011 and although they’ve been growing somewhat steadily since, they noticed a perception issue with their year-round “Peacemaker Extra Pale.” Consumers were confusing the beer for a more hop-forward pale ale, when really the beer was labeled “extra pale” because of its color.
So the team at Austin Beerworks decided to rename and rebrand the beer by calling it “Peacemaker Anytime Ale.” I love that name. If they had issues communicating the sessionability of this beer before, I think this name-change will clear that up.
To promote this rebranding, Austin Beerworks created the world’s first 99-pack of beer. No joke. Check out the video below.
This limited-edition pack totals over 7 feet in length and houses 82 pounds of beer. The packs will be placed strategically throughout Austin starting tomorrow. If you live in that area and you’re interested in finding one, follow Austin Beerworks’ Facebook, Twitter, and Instagram accounts over the next few days.
As a quick disclaimer before I end this post, I’d just like to say that I know some of you will view this as a gimmick and therefore dismiss it, but before you do, let me say two quick things:
1.) From everything I’ve heard and read, their beer is damn good. Read about them, take a look at their site. These guys are a great representation of craft beer.
2.) If they do hope and intend to grow, this campaign is a great way to do so. They’re garnering national attention, watching their social followings sky rocket, and blowing their original goal (promoting the rebrand of Peacemaker) out of the water.
If anyone gets their hands on a pack, please send us some pictures! Cheers.