A small Texas brewery is launching a big idea: a 99-pack of its "Peacemaker" ale. It weighs 82 pounds and costs $99. Tipped on end, it stands 7 feet.
The 99-pack consists of three rows of 33 cans that will likely have a retail price of about a buch a can. Austin Beerworks plans to put its first 99-pack on store shelves this week.
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"We made it at first as a joke," said Michael Graham, co-founder of the Austin-based craft brewery. But it seems a lot of people are taking it seriously.
Despite not being an easy fit for store shelves, interest has been high among retailers for the 99-packs, which are too big for home refrigerators but designed so that once a pack is opened, the beer can be covered in ice.
The company plans to ship about 20 of the massive packs a week, reported Reuters.
"You might want to share this with about 33 of your friends," Graham said.
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