(Photo cred: Matt Shail)

Pabst Blue Ribbon is starting 2026 with a move that’s as ingenious as it is monstrous.

The classic beer brand is returning its famously oversized 99 Pack, and this time it’s gone full Kaiju-movie mode. In partnership with Godzilla rights holder Toho International and artist ATTACK Peter (Peter Santa-Maria) , PBR has wrapped 99 cans in a towering, all-new illustration featuring characters from the Godzilla universe.

The release builds on last year’s Godzilla can collaboration, which put original monster art on more than 60 million PBR cans. This version scales things up dramatically: instead of a single can, the entire 99-pack becomes one sprawling piece of artwork, complete with new characters and expanded scenes created exclusively for the drop.

PBR says it would rather crash the post-season party than buy a few seconds of airtime during the big game.

“It’s not our style to spend millions of dollars for a few seconds of airtime,” said Rachel Keeton, senior brand director at 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 99 Pack is here to loudly crash tailgates and watch parties everywhere.”

And only 4,000 of the giant cases will be available nationwide, making them as much collectible as cooler filler. Each pack is wrapped in ATTACK Peter’s panoramic artwork, turning the box itself into something designed to be noticed — or at least argued over — in the beer aisle.

The artist, known for his bold, hand-carved linocut style and his long-running official work with the Godzilla franchise, leaned into the scale of the project…

“A what pack? That was my first reaction,” ATTACK Peter said. “The 99 pack is one of the coolest things I’ve ever seen, so I brought in Ghidorah and Mechagodzilla flying into action, plus Mothra’s larva crawling its way onto the package. It’s wild seeing my artwork turn into something fans all over the country can collect.”

For PBR, the 99 Pack has become one of the brand’s most talked-about releases — a piece of beer-world spectacle that’s equal parts marketing stunt and pop-culture artifact. Pairing it with Godzilla only ups the drama, turning a familiar slacker-beer icon into something that feels more like a limited-edition poster you just happen to be able to drink.

Toho International (who control the whole Godzilla thing) sees the project as a new way for fans to connect with the franchise…

“This collaboration represents the intersection of pop culture, art, and lifestyle,” said Kristin Parcell, general manager of Toho International. “Seeing the Godzilla universe come to life across an entire 99 Pack shows how fans can experience Godzilla beyond the screen.”

The Godzilla 99 Pack hits shelves in early 2026, right in time for football playoffs and packed living rooms. Whether you’re watching the game or just there for the beer, it’s designed to be the kind of monster box that instantly takes over the room.

###