What is more naturally associated with beer than rowdy sports? No, Godzilla!
Pabst Blue Ribbon is kicking off the 2026 with a gridiron playoff beer fest. The brand (founded by Jacob Best in 1844) is announcing the comeback of its iconic 99 Pack, this time with a limited-edition Godzilla-inspired package design courtesy of artist ATTACK Peter (the alias of Peter Santa-Maria, a Miami-based illustrator and printmaker known for his intricate hand-carved linoleum block prints, often featuring pop culture monsters, horror and sci-fi themes). Based on PBR’s previous Godzilla can collaboration with the Japanese metal manufacturer Toho International, the new pack wraps 99 Pabst Blue Ribbon “cannettes” in gigantic original 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 postseason action in a way that our drinkers can have some fun with. The Godzilla 99 pack is here to loudly crash tailgates and watch parties everywhere.”
Only 4,000 packs will hit stores across the country in early 2026, and each one is covered in an expanded ATTACK Peter panorama. They build on the original Godzilla, Mothra, Mechagodzilla and King Ghidorah designs, which put original Godzilla art on over 60 million PBR cans.