Spotted on a local fishing facebook group. These are one of the most popular brands of lures and normally sell for around $20, although they are currently $15.99 at BCF.
Iron Jack is in their current catalogue for $45.99 a carton. It's $41.95 at Dan Murphy's so you are overpaying a little but definitely worth it if you need another lure/an excuse for another lure.
It may be a popular lure but it's not a popular beer. Apart from (in my opinion) being an awful beer, if you do buy it make sure you check the dates on it. I know of large bottleshops who regularly have to pour pallets of the stuff down the drain because no-one buys it before it goes out of date.