Even Godzilla’s Beer is Gigantic! Pabst Blue Ribbon and Toho Team Up for a 99 Pack of Beer
Pabst Blue Ribbon has teamed up with Toho International to release a limited-edition Godzilla 99-pack of beer, complete with custom artwork that turns the oversized case into a collectible for kaiju fans and beer enthusiasts alike.
Here’s the TL;DR...
Pabst Blue Ribbon revived its famous 99-pack format with a Godzilla twist, featuring 99 cans wrapped in exclusive art by linocut artist ATTACK Peter.
Only 4,000 units are available nationwide, hitting stores in early 2026 to coincide with football playoffs.
The design expands on PBR’s earlier Godzilla can collab, showcasing monsters like Godzilla, Mothra, Mechagodzilla, and King Ghidorah in a panoramic illustration.
Priced around $150 based on similar releases, it targets tailgates and parties without the need for big-game ads.
Pabst Blue Ribbon first introduced massive beer packs years ago, but this Godzilla edition ramps up the scale. The collaboration builds directly on last year’s successful Godzilla-themed cans, which put ATTACK Peter’s designs on over 60 million PBR containers.
The beer inside remains classic Pabst Blue Ribbon lager, clocking in at 4.7% ABV in 12-ounce cans.
What Sets the PBR Godzilla 99-Pack Apart from Regular Beer Packs?
This isn’t just bulk beer; the packaging steals the show. Artist ATTACK Peter, whose real name is Peter Santa-Maria, created a sprawling linocut-style panorama that covers the entire seven-foot-long box. It depicts Godzilla rampaging alongside Mothra in larval form, soaring King Ghidorah, and charging Mechagodzilla.
ATTACK Peter told Pabst in a statement:
“A WHAT pack?! 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!”
The art transforms the case into something fans might display long after the beer runs out.
How Did the PBR and Toho Partnership Come About?
Pabst connected with Toho International, the U.S. arm handling Godzilla licensing, following the 70th anniversary of the franchise in 2024. Their initial collab featured individual cans with monster motifs, which sold briskly and sparked demand for more.
Rachel Keeton, senior brand director at Pabst Blue Ribbon, explained the strategy:
“It’s not our style to spend millions of dollars for a few seconds of airtime during the big game. The Godzilla 99 pack is here to loudly crash tailgates and watch parties everywhere.”
This approach lets PBR stand out through retail presence rather than TV spots.
Where Can Fans Buy the Godzilla 99-Pack of Pabst Blue Ribbon?
Availability starts in early January 2026 at select retailers across the U.S., including liquor stores and chains that carry Pabst products. With just 4,000 packs produced, they’re expected to sell out quickly, especially in areas with strong Godzilla fandom or football culture.
Pabst hasn’t released a store locator, but checking local beer distributors or apps like Drizly could help track them down. Some early sightings have popped up on social media from states like California and Texas.
Does the Godzilla Theme Tie into Any Bigger Events?
Timing aligns with NFL playoffs, positioning the pack as a party staple for game days. Pabst aims to “crash the party” at halftime shows and tailgates, leveraging Godzilla’s destructive vibe for fun marketing.
The release also caps off ongoing celebrations for Godzilla’s legacy, which includes recent films like Godzilla Minus One and Godzilla x Kong: The New Empire. Toho’s international push has made the monster more accessible to U.S. audiences.
What Challenges Come with Hauling a 99-Pack Home?
At over seven feet long and weighing around 75 pounds when full, the pack isn’t easy to transport. Social media buzz shows buyers using carts or teaming up to load it into vehicles, with some joking about needing a kaiju’s help.
One Reddit user noted the box’s gimmicky appeal but warned about potential breakage during moves. Pabst designed it sturdy, though, to handle retail displays.
How Does This Fit into Pabst’s History of Oversized Packs?
Pabst debuted the 99-pack back in 2017 as a holiday stunt in select markets, expanding it over time. Past versions included plain designs or tie-ins like Family Guy, but none matched this kaiju scale.
The Godzilla edition marks Pabst’s boldest collab yet, blending beer culture with pop icons to attract collectors.
Is the PBR Godzilla 99-Pack Worth the Hunt?
For die-hard fans, absolutely—it’s a functional collectible that doubles as party fuel. Casual drinkers might stick to smaller packs, but the limited run adds urgency.
Resale sites could see flips, though Pabst discourages that to keep it accessible.
This Godzilla 99-pack from Pabst Blue Ribbon captures the fun of merging beer with monster movies, offering a fresh way to celebrate without over-the-top hype. As playoffs heat up, it provides a solid option for groups looking to stock up affordably. In the end, it reminds us that sometimes the biggest ideas come in the largest packages, leaving fans with a memorable piece of crossover culture.
Hat Tips
Forbes – “Pabst Offers Monster Package Of Beer In Time For Post-Season”
Brewbound – “Pabst Blue Ribbon and Godzilla Deliver 99 Reasons to Celebrate the Post-Season”
Bloody Disgusting – “Pabst Blue Ribbon Releasing Epic Kaiju-Sized 99 PACK of Godzilla Beer!”
Kaiju United – “Godzilla Debuts On New Mega Pack of Beer”
PRINT Magazine – “The Daily Heller: 99 Cans of Beer on the Wall …”
American Craft Beer – “Pabst Blue Ribbon Beer Unleashes a Godzilla-Sized 99 Pack”
The Pop Insider – “Pabst Blue Ribbon Brings Godzilla Back for a Limited-Edition 99 Pack”
Article Compiled and Edited by Derek Gibbs on January 19, 2026 for Clownfish TV D/REZZED.