Pabst Blue Ribbon has a Halloween trick up its carton. The brand is teaming with Jason Universe, the Friday the 13th label from rights-holder Horror, Inc., on a fall collaboration whose 12-pack is die-cut so the box itself folds into a wearable Jason Voorhees hockey mask. The pack wears the franchise’s look, a bloody machete streak and a Friday the 13th-style logo, and the front panel pops out into the mask, eye and mouth holes included.
“Jason’s hockey mask is instantly recognizable, so making it wearable right off the pack was a no-brainer for us,” said Robbie Barsamian, executive vice president of Horror, Inc. “Teaming up with PBR gives fans a cool, hands-on way to rep Jason just as momentum builds for Halloween.”
Pabst brand director Hannah Barnett leaned into the obvious practical note.
“I look forward to bars and Halloween parties alike filled with Pabst Jason masks this October. We kindly ask that people consider cutting out an additional hole for drinking PBRs.”
A full merch wave, not just the box
The mask carton is only the start, and a broader Jason x PBR line rolls out in September while supplies last. The collaboration adds apparel, glassware, bobbleheads, tap handles, tackers, and koozies, all carrying the crossover branding. The whole promotion runs from September through Friday, November 13, a fittingly on-brand end date, across retail, events, and social.
At retail, PBR is backing the launch with towering 6-foot standees and custom 3-foot Jason Voorhees bobbleheads at select stores, plus a nationwide sweepstakes where fans can win the oversized collectibles and more crossover merch.
Built around the Crystal Lake premiere
The timing is not an accident. The collaboration is pegged to Crystal Lake, the Friday the 13th prequel series from Peacock and A24, which premieres October 15. PBR and Jason Universe are throwing Crystal Lake-themed watch parties that night with horror creators, backed by capsule merchandise that includes collectible popcorn buckets.
The activation also tours two events. PBR x Jason Universe nightlife takeovers hit venues around New York Comic Con from October 8 to 11, and the collaboration brings Jason-themed PBR swag to downtown venues and partner bars during The Fest 24, the indie music festival running October 23 to 25.
The season’s fourth licensed Halloween beer
PBR is the latest brewer to license a horror icon this fall. It follows New Belgium’s Voodoo Ranger Slasher IPA with Michael Myers, the Angry Orchard Ghost Face thriller pack, and Fanta’s Ghost Face Punch, making Jason the fourth slasher to get his own drink of the season. It is all part of the licensed-IP land grab reshaping Halloween retail, and the same Jason Universe rights push already driving haunt attractions like the Thirteenth Floor Jason houses and Six Flags’ Jason: Blood Reign.
Details and quotes from the Pabst Blue Ribbon and Jason Universe announcement, August 25, 2026. Image: Pabst Blue Ribbon.
