Pabst Blue Ribbon Launched Jason Universe Merchandise
The brewing company teamed up with Horror Inc. to release film-themed apparel and seasonal packaging.
Updated on Sept. 24, 2026 in Beer
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Pabst Blue Ribbon has introduced a limited-edition Jason Universe merchandise collection featuring apparel and interactive, mask-style 12-pack beer packaging. The collaboration with Horror Inc. aims to provide themed experiences for Halloween consumers.
Why it matters
The brand is targeting the seasonal Halloween market by integrating pop culture iconography into its retail presence. This strategy leverages nostalgic horror film branding to engage consumers during the autumn holiday period.
Pabst Blue Ribbon is offering a 12-pack packaging format that serves as a wearable mask. Retailers nationwide will feature branded items such as tin tackers, tap handles, and bobbleheads.
The players
Pabst Brewing Company
This American brewing company is a historic entity known for its flagship beer brand and recent expansion into pop culture collaborations.
Horror Inc.
This company manages intellectual property rights for the Friday the 13th horror franchise.
The details
Consumers can purchase T-shirts, hoodies, hats, and hockey jerseys through the brand’s online shop. Additionally, select retail accounts will display promotional materials, though these items are not available for direct purchase by customers.
Timeline
Promotional displays will reach select retailers nationwide in early October 2026.
Events will occur at New York Comic Con from October 8 to October 11, 2026.
Activations will take place at The Fest 24 from October 23 to October 25, 2026.
Campaign activations will occur on National Hockey Mask Day on November 1, 2026.
The final event is scheduled for November 13, 2026.
Culture Shift
This collaboration follows the industry pattern of launching limited-time brand partnerships timed specifically to capitalize on the Halloween seasonal retail window. It reflects a growing trend where beverage brands utilize niche horror franchises to drive engagement within the broader seasonal marketing landscape.
Shoppers can expect to see themed displays at local retail accounts beginning in October. Fans of the franchise can participate in specific promotional events held during designated dates in New York City and Gainesville, Florida.
The takeaway
Brand collaborations with film franchises offer a unique way for companies to stand out on retail shelves during competitive holiday seasons. Consumers should check online availability early, as these limited-edition apparel collections often sell out quickly.
Further reading
Learn more about industry trends in the Beer section.
More information
Find complete details on upcoming promotional activations by visiting the PBR x Jason event details portal.
Source note: This article includes information reported by Bleeding Cool.
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