Say What?!: ‘Anytime Pale Ale’ Sold by the 99 Pack

AUSTIN, Texas – A small brewery in Texas has turned a big idea into a reality, a 99 pack of beer for $99.

When craft brewery Austin Beerworks teamed up with Austin based creative agency Helms Workshop to rebrand its extra-pale ale, the hook seemed simple — you can drink it anytime.

“The extra-pale ale was one that we saw consumers weren’t lining up with,” Christian Helms, owner of Helms Workshop, told Business Insider. “We really expected that to be their best selling beer right out of the gate.”

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