Michael Graham, founder, Austin Beerworks, said: ‘What started out as a joke became very real when we realized how much people love the idea of 99 beers for $99.00’.
“We wanted to launch the newly-named Peacemaker with our first official advertising campaign. While brainstorming with Helms Workshop, who do our branding, we came up with the strategy that Anytime is a good time for a Peacemaker,” he said.
The brewery originally made 20 packs, which are 7ft long and weigh 82lbs, to kickstart the campaign, but due to demand the company has produced more but they are only available in Austin, Texas.
“Texas law prevents breweries from selling directly to consumers and shipping beer,” added Graham.
Beer fans can follow the social media campaign on Facebook and Instagram and using the hashtag #AnytimeAle on Twitter.