To celebrate the "anytime" of their Peacemaker Anytime Ale, the craft brewer decided to release the multipack.
"Since you can drink it anytime, you're going to want to have more than a few on hand," the brewery said in a video on its website.
What started as a viral sensation turned out to be no joke: The brewery sold out of all 20 of the 99-packs for $99 on the first day. The packs measure approximately 7 feet long and weigh in at more than 80 pounds.
Because of the overnight success, the brewery is going to produce another run of the 99-packs soon, according to its Facebook page.