Pabst Blue Ribbon Unveils 99-Can Beer Pack — With a Helping Hand from Godzilla

(Photo: Pabst)

Pabst Blue Ribbon is once again releasing an unfathomably large beer pack. And this time around, it’s monstrous in more ways than one.

On Thursday, the brewer joined forces with Toho International for a limited-edition 99 Pack decked out with four of Japan’s most famous kaiju. Cartoon illustrations of Godzilla, Mothra, Mechagozilla and King Ghidorah decorate the box and cans of the seven-foot-long, nearly 80-pound tower, which is slated to hit shelves in early 2026. Though the team has yet to announce an official price, fans can expect something in line with past 99 Packs from the brand, which have cost between $60 and $100 once they hit retailers.

The artwork was designed by ATTACK Peter, a Florida-based artist whose linocut-style Godzilla designs have shown up everywhere from skateboards to dad hats over the past month.

“The 99 Pack is one of the coolest things I’ve ever seen and I knew they were going to MOVE so I incorporated Ghidorah and Mechagodzilla soaring into action,” Peter remarked in a news release. “Don’t underestimate the Mothra larva crawling onto the package, they’re no strangers to mixing it up with the biggest bads. I love how these PBR packs let fans across the country collect my artwork, and this 99 Pack steps that up in a MASSIVE way!”

Mega-sized beer packs have become something of an annual tradition for Pabst Blue Ribbon. The Texas brewing giant released its first 99 Pack in late 2019, immediately going viral on social media as customers attempted to wrangle their purchases out of the liquor store.

Other releases have pushed the concept to the limits of absurdity. In 2021, the brand released an Independence Day-themed 1,776-pack, followed shortly after by a 1,844-pack created in honor of Pabst’s founding year. While the former was released only to a handful of influencers, the latter managed to find its way onto retail shelves, popping up at stores around the country for around $849 a crate.

PBR Senior Brand Director Rachel Keeton says that the brand’s latest megapack was timed in consideration for the upcoming Super Bowl. Makes perfect sense — if nothing else, these packs are just as much beer vessels as they are seven-foot-long advertising opportunities.

“It’s not our style to spend millions of dollars for a few seconds of airtime during the big game,” Keeton added. “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.”