Texas brewery launches 99-pack of beer

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You’re having a party tonight, and need mucho beers, pronto. Six-pack? That won’t cut the mustard, you’ve got 40 people coming over. One case? Getting closer, but that’ll be gone in minutes.

99-pack of beer? Now you’re talking.

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That’s the logic behind Austin Beerworks and their monster new delivery device/publicity stunt (whichever way you’d like to look at it), the 99-pack of their Peacemaker brew. A giant box of booze, it lines up 33 rows of three cans each. The case is seven foot long and weighs around 40 kilograms.

Like a giant alcoholic version of a Toblerone, you can slowly unwrap the packaging and feast on the amber goodness inside. The pack is aptly named the Peacemaker; because after sharing 99 beers between mates, you’re definitely feeling peaceful (or ready to piss in your own mouth, according to Todd Carney).

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It takes two men to carry the beast, which retails for $99 – a nifty dollar per beer.

“It’s really impractical,” brewery co-founded Michael Graham told CBS.

“We conceived of it just to be silly, but we never thought there would be any real interest from retailers and consumers… I guess we underestimated the power of a stupid idea.”

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