In an effort to re-brand its Peacemaker Extra Pale as Peacemaker Anytime Ale, Texas-based Austin Beerworks has released a 99-pack of the 5 percent ABV ale that retails for $99. Believed to the the first example of this packaging in the nation, the cardboard 99-pack measures seven feet long and weighs 82 lbs.
The Peacemaker Extra Pale ale was the first beer ever brewed at Austin Beerworks and won a silver medal at the 2011 Great American Beer Festival. Only 1,500 of the boxes were produced, but the brewery will release the beers over a period of time, including using the 99-packs as promotional items next year.
Austin Beerworks self-distributes all of its beer within a 20-mile radius, which helped make the special project a reality, as the distributers would probably not welcome the overly large, cumbersome boxes.
Austin Beerworks opened in May of 2011, brewed 5,200 barrels in its second year of business and expects to produce more than 13,000 barrels of beer this year.