Pabst Blue Ribbon and Jason Universe Turn a 12-Pack Into a Killer Mask

Pabst Blue Ribbon and Jason Team Up for Halloween 2026 – Pabst Blue Ribbon Jason

Halloween is getting a distinctly PBR makeover this year as Pabst Blue Ribbon and Horror Inc. bring together one of America’s best-known beer brands and one of horror’s most recognizable characters for a nationwide fall campaign. The PBR x Jason collaboration combines classic beer culture, slasher-film nostalgia, limited-edition packaging, and a collection of Jason Voorhees merchandise designed to give fans plenty of reasons to celebrate the Halloween season.

At the center of the collaboration is perhaps the most immediately recognizable piece of the campaign: a wearable Jason Voorhees hockey mask built directly into PBR’s limited-edition 12-pack packaging. Instead of simply decorating a beer package with horror artwork, Pabst and Horror Inc. have turned the package itself into part of the costume experience. Fans can cut out the Jason mask and wear it, or, as PBR suggests, take the idea even further and wear the entire box.

Fans can look forward to the unique experience offered by pabst blue ribbon jason.

The partnership arrives during a major moment for the Friday the 13th/Jason Voorhees universe, with Peacock and A24’s highly anticipated Crystal Lake series adding renewed attention to the iconic horror franchise. PBR is using that cultural momentum to create a broad Halloween campaign that extends well beyond limited-edition beer packaging.

Beginning in September 2026 and continuing through Friday, November 13, PBR x Jason will activate across retail locations, nightlife venues, festivals, social media and fan events. The campaign includes nightlife takeovers around New York Comic Con, Jason-themed appearances during The Fest 24, nationwide Crystal Lake-themed watch parties, collectible merchandise, retail displays and a national sweepstakes.

Fans will also have opportunities to find oversized Jason collectibles, including 3-foot Jason Voorhees bobbleheads, while select retailers will feature massive 6-foot PBR x Jason standees. The merchandise lineup expands the collaboration beyond cans with apparel, glassware, tap handles, tackers, koozies and additional collectibles.

The timing is especially appropriate for PBR, a brand with a long history of connecting beer with music, entertainment, lifestyle and popular culture. The Jason collaboration continues that tradition while giving horror fans a new way to participate in the Halloween season.

With Halloween, National Hockey Mask Day on November 1 and a “Last Chance to Buy” campaign scheduled for Friday, November 13, PBR x Jason is designed to remain visible throughout the entire fall season.

Here is the official announcement from Pabst Blue Ribbon and Horror Inc.

Two American Icons Team Up to Launch Fan Experiences, Limited-Edition Apparel and a Wearable Jason Mask This Halloween Season Featuring Pabst Blue Ribbon Jason

LOS ANGELES and MILWAUKEE, Aug. 25, 2026– Pabst Blue Ribbon (PBR) and Horror Inc announced an autumn collaboration designed to bring an immersive slasher experience to partygoers across America this fall. Built to celebrate two pop-culture giants and their devoted subcultures, the partnership unleashes a limited-edition run of wearable Jason Voorhees-themed packaging and premium merchandise, including apparel, glassware, bobbleheads, tap handles, tackers and koozies. The release blends classic beer culture with deep franchise affinity leading into Halloween as well as Peacock and A24’s highly anticipated “Crystal Lake” series.

In celebration of this collaboration, fans can enjoy special events that highlight the unique blend of pabst blue ribbon jason culture and Halloween festivities.

“Jason’s hockey mask is instantly recognizable, so making it wearable right off the pack was a no-brainer for us,” said Robbie Barsamian, Executive Vice President of Horror, Inc. “Teaming up with PBR gives fans a cool, hands-on way to rep Jason just as momentum builds for Halloween.”

“Pabst and Jason are two American icons that have each played their own part in Halloween fun for generations, so bringing them together just made sense. We turned a 12-pack into a Jason mask and, in the process, solved that all-too-familiar problem of figuring out a last-minute Halloween costume. Cut out the mask, or just wear the whole box on your head…either way, you’ll likely still have one of the best costumes of the night” said Zac Nadile, Head of Brand Strategy at Pabst Brewing Company.

“I look forward to bars and Halloween parties alike filled with Pabst Jason masks this October. We kindly ask that people consider cutting out an additional hole for drinking PBRs.” added Hannah Barnett Brand Director of Pabst.

Beginning September through Friday, November 13, the promotion will engage consumers across the country through a mix of experiential, retail, and digital touchpoints:

• New York Comic Con (Oct 8–11): PBR x Jason Universe nightlife takeovers will host fans at local venues surrounding NYCC.
  
• The Fest 24 (Oct 23 – 25): The collaboration brings Jason-themed PBR swag to key downtown venues and partner bars throughout the multi-day indie music festival.
  
• Nationwide Watch Parties: On October 15, PBR x Jason Universe will partner with top-tier horror creators to host Crystal Lake-themed watch parties, backed by capsule merchandise, including collectible popcorn buckets.
  
• National Sweepstakes & Retail Displays: Supported by towering 6-foot retail standees–and featuring custom 3-foot Jason Voorhees bobbleheads on display at select stores–fans can enter a nationwide sweepstakes across social platforms for a chance to win one of these oversized collectibles, Jason x PBR-themed merchandise and more.
  
• Seasonal Micro-Campaigns: Immersive digital activations will trigger all autumn long, specifically celebrating Halloween, National Hockey Mask Day (Nov 1), and a “Last Chance to Buy” campaign fittingly landing on Friday, November 13.

Related MyBeerBuzz.com coverage:

PBR fans can continue exploring the brand’s history of unusual collaborations and limited-edition releases with MyBeerBuzz coverage including Pabst Blue Ribbon and Grillo’s Pickles Debut New Pickle Beer, Pabst & Grillo’s Pickles Collaborating on Pabst Blue Ribbon Pickle Beer, and Pabst Releasing Godzilla-Themed 99 Pack.

MyBeerBuzz has also covered Pabst Blue Ribbon Releases Limited Edition 99 Pack and Pabst Brewing Unveils a New Premium Craft Beer Brand Captain Pabst, giving readers a look at the brand’s continuing tradition of creating attention-grabbing beer releases, collaborations and packaging.

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This year, the pabst blue ribbon jason collaboration is sure to become a favorite among beer and horror fans alike.

This year, the pabst blue ribbon jason collaboration is sure to become a favorite among beer and horror fans alike.

Adding to the excitement, pabst blue ribbon jason invites fans to participate in various events throughout the season.

Fans of horror will definitely appreciate the pabst blue ribbon jason themed merchandise available this fall.

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Exclusive pabst blue ribbon jason collectibles make this collaboration even more exciting for fans.

Engaging with pabst blue ribbon jason brings a fresh twist to Halloween celebrations.

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We’re excited to see how the pabst blue ribbon jason promotion will evolve this season.

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Adding to the excitement, pabst blue ribbon jason invites fans to participate in various events throughout the season.

Fans of horror will definitely appreciate the pabst blue ribbon jason themed merchandise available this fall.

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Exclusive pabst blue ribbon jason collectibles make this collaboration even more exciting for fans.

Engaging with pabst blue ribbon jason brings a fresh twist to Halloween celebrations.

The pabst blue ribbon jason campaign promises to make this Halloween unforgettable.

We’re excited to see how the pabst blue ribbon jason promotion will evolve this season.