Pabst Blue Ribbon (PBR) has made waves by reintroducing a colossal 99 Pack of beer, just in time for the NFL post-season. This impressive package, which includes 99 cans of PBR, boasts illustrations inspired by the iconic Godzilla, thanks to the creative talents of artist ATTACK Peter. This collaboration follows a recent partnership with Toho International, marking PBR’s first foray into themed packaging since the last 99 Pack was released in 2023.

The latest edition of the 99 Pack contains an original design featuring characters from the Godzilla franchise, such as Ghidorah and Mechagodzilla. Rachel Keeton, senior brand director for PBR, humorously suggested carrying this hefty package with a friend, since it weighs over 80 pounds and contains about 9.28 gallons of beer, nearly equating to half of a keg.

Available at around $99—a dollar per can—this limited run of 4,000 packs has already begun to hit shelves nationwide, targeted towards fans looking to add a bit of excitement to their game-day festivities. Keeton noted that this special release offers PBR fans a chance to celebrate the post-season in style.

The 99 Pack has a history with the brand dating back to 2019 and has brought joy to fans occasionally over the years. With its Godzilla-themed design, the latest edition continues to solidify the brand’s connection with pop culture, as the monster genre remains ever-popular.

As Keeton put it, "It’s exciting to see his design show up in such a big way at stores," reflecting the anticipation fans have for both Pabst and Godzilla.