Finnish brewery sells 1,000-can pack

A Finnish brewery is offering customers the chance to buy a 1,000-pack of beer in a not-so-subtle dig at a rival that recently launched a 100-can pack.

The Nokia Brewery announced on 25 April it would be offering 1,000 cans of its ‘Keisari’ lager in one go – but for a limited time only.

Available in selected Finnish supermarkets the pallets (effectively all they are) are being sold for €2,150 each – and actually include 1,080 cans because a round 1,000 cans wouldn’t stack correctly.

The stunt was a response to another brand, Karjala, which apparently began selling 100-packs of its beer earlier in April.

Quite how customers are meant to transport their beers to their vehicles (perhaps a lot of back and forth with several helping pairs of hands) was not revealed.

The 1,000 packs will not be on sale indefinitely however, the supermarkets will reportedly be keeping the pallets on sale until next Monday (8 May) and then breaking them down to sell in more manageable and conventional pack sizes.

It is not the first time a brewery has launched a super-sized pack nor sought to needle a rival. A few years ago a Texan brewery brought out a 99-pack, while UK craft brewer BrewDog was involved in a much publicised tit-for-tat with German brewer Schorschbräu in 2010-11 over who could make the strongest beer.