PBR and Godzilla? When Pabst Blue Ribbon announced that Godzilla would appear on more than 60 million cans and boxes of its beer this fall, the pairing raised more than a few eyebrows. But for this institutional American lager brand, the collaboration made perfect sense.
Pabst Blue Ribbon has always been a beer for makers, dreamers, and subcultures that thrive on creativity, says Rachel Keeton, senior brand director at Pabst Blue Ribbon. From sponsoring underground art competitions to reimagining its packaging through its long-running art can series, PBR has consistently turned its blue ribbon into a badge of authenticity, she says. In teaming with Toho International and the King of Monsters, the brand found an unexpected but perfectly aligned partner.
This partnership celebrates Godzilla's 70th anniversary and continues PBR's commitment to collaborating with artists who reflect its independent spirit, Keeton says.
For this release, Pabst worked with Attack Peter not by accident, but because his reputation in the world of printmaking and genre art precedes him. Peter's rise began with Godzilla linocut posters for Mondo, which sold out "almost immediately," according to Fangoria. Peter has also worked with Marvel, Sideshow Collectibles, and other pop culture collaborators. Now with PBR, his black and white illustrations reimagine Godzilla, Mothra, Mechagodzilla, and King Ghidorah, turning each can into a collectible piece of art.
"Bringing the legendary Godzilla character into PBR's world is massive on its own, but teaming up with Attack Peter on the designs completely leveled this partnership up," Keeton says. "His style and process of hand-carving these illustrations continues to push the boundaries of what the PBR art series is all about."
For Pabst, the collaboration extends beyond design, she says.
"It is a statement about cultural relevance and the importance of staying connected to new audiences while honoring its roots," Keeton says.By partnering with a global entertainment property like Godzilla, PBR taps into both nostalgia and fandom, bridging classic Americana with international pop culture.
The result is not just a product, but a cultural moment. The standard twelve and sixteen ounce cans feature Godzilla's menacing snarl, while the twenty five ounce tallboys rotate through the other kaiju. Some editions even include a cold-activated "atomic breath" effect that glows blue when chilled.
For Kristin Parcell, general manager at Toho International, the collaboration highlights how legacy franchises like Godzilla continue to evolve.
"At Toho International, we're always looking for innovative ways to expand Godzilla's presence in culture," Parcell says. "Partnering with Pabst Blue Ribbon, a historic brand with a rich legacy and passionate following fit for the King of Monsters, allows us to engage fans in a fresh and dynamic way."
The collaboration's timing feels intentional. Both Godzilla and PBR are celebrating longevity through reinvention, and both hold deep emotional connections with their audiences.
Attack Peter's involvement solidifies the cultural bridge between these worlds.
"When I make my own linoleum block prints, I don't usually print more than 150 or so," he says. "The idea that sixty million of these are going to be out there is not something I can actually comprehend. It's an honor to work with Toho International and PBR on a project that brings my art, and Godzilla himself, into everyday life."
For Pabst Blue Ribbon, the Godzilla partnership is more than a marketing campaign.
"It is proof that relevance today comes from collaboration, creativity, and the courage to embrace culture in unexpected ways," Keeton says. "Now the King of Monsters can still roar in places no one expects, including your fridge."