Pabst Blue Ribbon and Godzilla Deliver 99 Reasons to Celebrate the Post-Season

Only PBR Would Bring Godzilla to the 99 Pack and Crash the Party at Any Halftime Show

Cases Stomp Into Stores Nationwide in Early 2026

Pabst Blue Ribbon is kicking off 2026 with a very large post-season surprise. The brand is officially bringing back its famous 99 Pack, designed for when PBR drinkers show up to own the moment, and this time it is getting the full Godzilla treatment courtesy of artist ATTACK Peter. Building on the momentum of PBR's recent Godzilla can collaboration with Toho International, the new 99 Pack wraps 99 Pabst Blue Ribbon cans in a gigantic, all-new original illustration featuring characters from the Godzilla universe.

"It's not our style to spend millions of dollars for a few seconds of airtime during the big game," says Rachel Keeton, Senior Brand Director of Pabst Blue Ribbon. "Instead, we're getting in on the post-season action in a way our drinkers can have some fun with. The Godzilla 99pk is here to loudly crash tailgates and watch parties everywhere."

This drop is extremely limited. Only 4,000 packs will hit stores across the country, and each one is covered in an expanded ATTACK Peter panorama that turns the oversized case into an instant collectible and an aisle-dominating, impossible-to-miss retail presence. Building on the original Godzilla, Mothra, Mechagodzilla, and King Ghidorah designs from PBR's recent collaboration, which put original Godzilla art on over 60 million PBR cans, the 99 Pack features brand new character additions and expanded artwork that ATTACK Peter developed exclusively for this release.

The 99 Pack continues to stand as one of PBR's most talked-about releases. It returns bigger and bolder, a Godzilla-esque giant, perfect for a big game moment. By pairing the viral pack with the brand, PBR is leveling up one of its most iconic drops and giving fans a new way to collect and celebrate the worlds of both PBR and Godzilla.

Known for his distinctive hand-carved linocut style and official collaboration with the Godzilla franchise, ATTACK Peter says, "A WHAT pack?? That was my first reaction when the gang at PBR asked me to team up on this design! The 99 pack is one of the coolest things I've ever seen and I knew they were going to MOVE so I incorporated some designs of the Ghidorah and Mechagodzilla soaring into action! And don't underestimate the Mothra larva crawling its way onto the package; they're no strangers to mixing it up with the biggest bads! I'm so stoked with how these PBR packs have become a way for fans across the country to collect my artwork and this 99 pack steps that up in a MASSIVE way!"

With its mix of pop culture, oversized creativity, and that unmistakable PBR spirit, the special edition 99 Pack arrives as the newest chapter in the brand's long-running art program, which has showcased original designs on hundreds of millions of cans nationwide.

"This collaboration represents the intersection of pop culture, art, and lifestyle. Seeing the Godzilla universe come to life across an entire 99 Pack is something we're incredibly proud of, and it speaks to the brand's continued evolution," said Kristin Parcell, General Manager of Toho International. "Working with Pabst Blue Ribbon and ATTACK PETER gave us an opportunity to reimagine how fans engage with Godzilla beyond the screen and we're excited for fans to experience this original artwork in such a unique way."

Hitting shelves nationally in early 2026, the 99 Pack shows up right when fans across the country are stocking up for the biggest games of the year, ready to crash the party, whatever team you're yelling about.

About Pabst Brewing Company

Since its founding in 1844, Pabst Blue Ribbon, the original American lager beer, has been connecting with local communities across America. Pabst Blue Ribbon engages and supports individuals who are passionate about forging their own path in life, and will continue to empower new generations who believe in the future of America. Pabst Blue Ribbon is owned by Pabst Brewing Company. American-owned and operated since its founding in Milwaukee in 1844, Pabst is one of America's largest privately held brewing companies.

ABOUT TOHO INTERNATIONAL

Toho International, Inc., the Japanese studio's U.S.-based subsidiary, has brought classic Godzilla, with 70 years of storytelling and monster mayhem, brand awareness and excitement to audiences around the world through a comprehensive licensing program spanning toys, collectibles, gaming, apparel, accessories, publishing, seasonal, housewares, food and beverage, and many more categories. With over 25 live-action films, numerous animated films and series, and more action-packed new content to come, Toho has captured the love and attention of Godzilla fans from all across the globe. Always-on content accessible across multiple streaming platforms has put Godzilla and other Toho monsters at the forefront of consumers' minds as the franchise gears up for an exciting next generation of storytelling and fandom.