News Wire:
Austin, TX – Austin Beerworks partnered with Helms Workshop to christen their award-winning Peacemaker with a new name: Anytime Ale. To add to the celebration, Peacemaker Anytime Ale will be available in the world’s first-ever 99-Pack for only $99.99.
“We wanted to launch the newly-named Peacemaker with our first official advertising campaign. While brainstorming with Helms Workshop – who do our stellar branding – we came up with the strategy that Anytime is a good time for a Peacemaker,” says Michael Graham, cofounder of Austin Beerworks.
When listing Peacemaker-appropriate occasions, the Helms team quickly came up with a ton. That sparked an idea – as a beer that is enjoyed anytime, it’s best to have more than a few on-hand. Continues Graham, “This inspired us to create the world’s first and only 99-Pack. What started out as a joke became very real when we realized how much people love the idea of 99 beers for $99.99!”
Helms Workshop set to work with Beef & Pie Productions and Source Pixel Foundry on developing a ridiculous launch video and anytimeale.com, a site for fans to share and tag their Anytime moments. The finished product landed on the front page of Reddit – even before the official launch.
To get the word out about Peacemaker Anytime Ale’s 99-Pack, Helms Workshop and Austin Beerworks are bolstering a full outdoor and print campaign with social media and word-of-mouth. Tagging online posts with #AnytimeAle and following Austin Beerworks’ Facebook, Instagram and Twitter pages is the only way to find out where these elusive packages are sold.
The Anytime Ale 99-Packs will be available in stores later this week. For complete details, please visit http://anytimeale.com.
I can understand why the brewery did this, not a bad gimmick for a lotta free advertisement, but still 99$+tax for 99 beers? Where’s the bulk discount? that’s 1$ a beer, which aint a bad price at the 6-12 pack level, but if you honestly need 99 beers at once,one can usually get a decent beer much cheaper in cases and still avoid the macro-mega brands. Can’t believe people waited in lines for this, I mean it’s a cute novelty and all, but once it’s done all you have is a big dumb awkward cardboard box you’ll wann throw away anyways. Next time they should use bottles, so I could put it up and have 99 bottles of beer on the wall, now THAT would be worth waiting in line for.