Halloween season is about to get a little colder, and we are not talking about a night at Camp Crystal Lake.
Pabst Blue Ribbon has officially teamed with Horror, Inc. and Jason Universe for a limited edition Halloween collaboration bringing Jason Voorhees and his unmistakable hockey mask to the beer aisle. The centerpiece of the promotion is special PBR 12 pack packaging that transforms the familiar case of beer into something horror fans may actually want to keep.
The limited edition box prominently features Jason’s hockey mask, but this is more than just themed artwork. Fans can actually cut the life size mask from the packaging and wear it as a makeshift Halloween costume. For those unwilling to put scissors anywhere near their collectible packaging, PBR even suggests wearing the entire box.
PBR Meets Camp Crystal Lake
The collaboration brings together two brands with very different histories but plenty of recognition within American pop culture.
“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,” PBR Head of Brand Strategy Zac Nadile said in announcing the collaboration.
Collectors should note that this isn’t a new Jason themed beer flavor. The attraction is the limited edition packaging and the larger collection of merchandise surrounding the promotion.
PBR and Jason Universe are also preparing an assortment of limited edition merchandise including apparel, glassware, bobbleheads, tap handles, tackers and koozies. That gives horror collectors considerably more to hunt down than an empty 12 pack box.
Jason Is Taking Over Halloween
The promotion will expand beyond retail beginning in September, with Jason themed events and activations planned throughout the fall.PBR x Jason Universe nightlife events are scheduled around New York Comic Con from October 8 through October 11, followed by additional appearances and promotions. Nationwide watch parties are also planned for October 15 in connection with Crystal Lake, the upcoming Peacock and A24 series.
Retailers are getting in on the action as well. Select locations will receive six foot Jason promotional standees, while a nationwide sweepstakes will give fans opportunities to score Jason x PBR merchandise and oversized three foot Jason Voorhees bobbleheads.
Even the promotion’s ending date has been chosen appropriately. The campaign is scheduled to continue through Friday, November 13, 2026.
The limited edition PBR x Jason Universe 12 packs are beginning to roll out to stores now, giving horror fans plenty of time to track one down before Halloween.With Crystal Lake on the horizon and Jason continuing to slash his way into collectibles, merchandise and unexpected collaborations, the hockey masked horror icon is once again becoming a major presence across pop culture.
For collectors, the biggest question might be whether you cut the mask out and wear it or keep the entire box intact for the collection.
Stay thirsty, stay terrified, and keep your collectibles out of Crystal Lake.
Plastiq News, where pop culture never stays buried.
