99 pack of beer proves popular for Austin, Texas brewery

AUSTIN, Texas -- A couple of guys at an Austin craft brewery wanted to find a creative way to get more people to drink their beer. They came up with an idea that's so crazy it just might work.

Austin Beerworks co-founder Michael Graham said the idea of 99 beers in one box wasn't one they took seriously -- at first.

"It was definitely a joke. I would consider it a joke. And it's one that just took off on its own and now we have to kind of treat it seriously," he said. "That's kind of been the catchphrase: never underestimate the power of a stupid idea."

The 99 pack that epitomizes the idea that everything really is bigger in Texas is getting international attention, and sending beer fans on a hunt to find the elusive, limited time only 7-foot-long packs. Once they find one, getting it home becomes the next challenge.