Pabst Blue Ribbon (PBR) and Horror, Inc. have rolled out a limited-edition PBR x Jason Universe merchandise line alongside retail displays and nationwide fan experiences. The apparel collection—featuring hockey jerseys, hoodies, hats, and T-shirts—is available at pabstblueribbon.com.
The merch drop follows PBR’s recent 12-pack release, which features wearable packaging that transforms the cardboard box into Jason Voorhees’ iconic hockey mask.
Beginning in early October, the collaboration will also take over select retailers and accounts nationwide with limited-edition Jason standees, tin tackers, tap handles and highly limited large and small PBR x Jason bobbleheads. These highly collectible display pieces will not be available for purchase, so die hard fans will have to keep their eyes open for the chance to own a unique piece of Halloween history.
“From a case of beer that doubles as a Halloween mask to a giant Jason bobblehead that could probably double as a home security device, we’re thrilled to see how PBR and Jason are cutting through the Halloween noise,” said Hannah Barnett, Brand Director at Pabst.
The PBR x Jason Universe collaboration will continue beyond the shelf with fan experiences surrounding two major fall events:
- New York Comic Con (Oct. 8–11): PBR x Jason Universe will take over nightlife surrounding NYCC with a series of Jason-themed events across New York City, including Jason Trivia Night, a “Jason” Meet Up on Friday and the official PBR x Jason Bar Crawl on Saturday.
- The Fest 24 (Oct. 23–25): The collaboration will bring Jason-themed PBR merchandise and experiences to key downtown Gainesville, FL venues and partner bars throughout the multi-day indie music festival, with additional activation details to come.
“We’re excited for Jason fans to come together after they wrap up their days at NYCC and The Fest,” said Robbie Barsamian, Executive Vice President at Horror, Inc. “And we’re making sure they have what they need to throw a killer PBR x Jason Halloween party this year.”
The rollout is the latest installment in PBR and Jason Universe’s killer collaboration, which brings together two pop-culture giants and their devoted subcultures for an immersive slasher experience spanning merchandise, retail, digital and live events. The campaign will continue throughout the Halloween season with additional moments around Halloween, National Hockey Mask Day on November 1 and a fitting final “Last Chance to Buy” on Friday, November 13.
