Friday 23 February 2018

This brewery is selling what you never knew you needed: A 1,000 pack of beer

By Prudence Wade

Your party wouldn’t run dry with this.

When heading to a party, do you ever feel like a six pack of beer just isn’t enough? Well, worry no more, because the beer-gods have delivered: a 1,000 pack.

That’s right, 1,000 cans of the good stuff – all in one handy slab. Okay, admittedly, it’s not that user-friendly, but it still sounds pretty great.

It comes from Finnish microbrewery Nokian Panimo Oy. Managing director Matti Heikkila said: “The whole thing was just made for fun, and to show how ridiculous it is to be innovative just by packing items in different size retail packages.”

Best yet, inspiration came from a slightly petty place. The microbrewery’s big competitor Hartwell launched a 100 pack recently to be unique and top the previous record of 99 in a pack.

Nokian Panimo Oy’s sales rep Jacob Hansen (who Matti calls “originally a Dane and therefore a bit nuts”), floated the idea of the 1,000 pack in response. This had such a big reaction online that “we were forced to really produce this 1,000 pack,” Matti said.

Known as the Keisari 1000-PAKKI, it actually contains 1,080 cans – bonus.

However, there is bad news for anyone who loves beer by the thousand. Unfortunately, the microbrewery only sells domestically, meaning that if you want to get your hands on the 1,000 pack you need to head to their brewery retail shop in Nokia, Finland.

Sounds like a pretty perfect excuse to head to rural Finland.

Press Association

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