99 Pack of Beer by Austin Beerworks

Published

August 27, 2014

Filed under

To launch their new Peacemaker Anytime Ale, Austin Beerworks enlisted design agency, Helms Workshop to create its most adventurous promotional packaging yet: a limited edition 99-pack.

Recognizing that drinkers were confused and turned-off by the “extra pale” classification, the brand set out to better represent its light beer brand to consumers and preempt the launch of the brewery’s new Peacemaker packaging design.

“We found that people see ‘extra’ and ‘pale’ together, and they think it’s really hoppy. We felt that it was setting up expectations different than what the beer was, and that people who really like it were turned off by the name. We really wanted to use the package itself as a tool to reinforce the message that you should have one on hand for any moment.” – Helms Workshop

Austin Beer Works produced just 20 cases of the massive package, which weighs in at eighty-six pounds, and measures more than seven feet in length. The 99-Pack features a laundry list of “Anytimes” when consumers can enjoy the product.

Helm complimented the release of the 99-pack with digital campaigns to extend engagement with buyers, including a micro-site capturing the unique challenges of getting home a 99-pack and a social platform for fans to post, tag and view their interactions with the product.

To get the word out about Peacemaker Anytime Ale’s 99-Pack, Helms Workshop and Austin Beerworks are bolstering a full outdoor and print campaign with social media and word-of-mouth. Tagging online posts with #AnytimeAle and following Austin Beerworks’ Facebook, Instagram and Twitter pages is the only way to find out where these elusive packages are sold.

The Anytime Ale 99-Packs will be available in stores later this week for $99 each. For complete details, click here.

Design: Helms Workshop

Art Direction & Design: Christian Helms

Copywriting: Mike Woolf, Christian Helms & Michael Graham

Director: Mike Woolf, DP: Andrew Yates, Editor: Landon Peterson

Video Production: Beef and Pie Productions

Web Development: Source Pixel Foundry

City: Austin

Country: U.S.A.

Andrew Gibbs

Andrew Gibbs has been called an “innovator in the world of design” as the founder, CEO, and Editor-in-Chief of Dieline, founded in 2007. Andrew started Dieline Awards in 2009 to formally recognize the world’s best consumer product packaging design. The awards competition was recognized as a “global phenomenon” in its first year. In 2010, he founded Dieline Conference, an annual conference for creative professionals in the packaging design and branding industry. He now serves as Creative Director and Programming Partner for HOW Design Live, one of the largest annual gatherings of creatives in the world. In 2014, he became a faculty member at ArtCenter College of Design in Pasadena, CA teaching Packaging Design. Andrew was previously named the Editor-in-Chief of HOW Design Magazine in 2015, making him the youngest editor of a design magazine ever. In 2018, Andrew became a Climate Reality Leader after training under Al Gore at the 2018 Climate Reality Corps. He joined A Plastic Planet, a U.K. based non-profit that is dedicated to dramatically reducing the amount of single use plastic used in the packaging industry. Andrew speaks and consults worldwide on the topics of packaging design and sustainable packaging.